Papatsaraporn “Pum” Rienthong

EXECUTIVE DIRECTOR, NUMAOY RAIMAIJON CO LTD

Industry : Business

Papatsaraporn, a second-generation member of a Ratchaburi family of sugar cane growers, recognised the need for a more sustainable income beyond the annual sugar cane harvest. The family diversified by producing pressed sugar cane juice, cultivating a different strain of sugar cane throughout the year to generate additional income. Taking the family enterprise to new heights, Papatsaraporn initiated a project to create Thailand''s first pasteurized sugar cane juice under the brand Raimaijon. The key to the project''s success lay in professional branding, a distinctive logo, and an award-winning packaging design—stackable bottles resembling nodes of sugar cane. These elements catapulted the product into the global market. With this success, Papatsaraporn was able to ensure farmers received double the income for their crops, significantly enhancing their livelihoods. The income distribution at the grassroots level was so impactful that farmers established their own community enterprise to supply sugar cane to Raimaijon''s factory. Raimaijon stands out as the only sugar cane juice brand that offers sugar cane slurpee franchising opportunities, showcasing the innovative and entrepreneurial spirit of Papatsaraporn in revolutionising the sugar cane industry and creating sustainable opportunities for farmers.