This Roi Et native turned his back on direct sales and music, and put his effort into his childhood dream of creating a rice mill and learning everything he could about rice farming. He was able to gradually convince the entire farming community in his area to use the dibbling method of rice planting (dropping seeds in holes and waiting for rain) which reduced costs, improved yields and created self-sufficiency. He also promoted the Thung Kula Rong Hai hom mali rice, becoming the first brand to export this rice to Europe. His rice packaging also won awards for sustainable design. He is most proud that his group of farmers was recently selected to welcome HRH Princess Sirindhorn on World Soil Day. He hopes to increase the export of his Srisangdao rice and continue to empower farmers in Thailand. Outside of work, he is passionate about music–playing drums in the school orchestra taught him a lot about discipline, sensory perception and teamwork–meditation, snowboarding and triathlons. He would also like to see a network of high-speed trains around the country.