Green Carbon Inc. Sells Out Approximately 1 Ton of AWD Rice at Thailand's Largest Event with Over 200,000 Visitors

Green Carbon Inc. (CEO: Jun Okita, hereinafter "Green Carbon"), which operates Japan's largest-scale nature-based carbon credit creation and sales business, participated in the "Saha Group Fair & Fest 2026" held at BITEC Bangna in Bangkok, Thailand, from June 25 to 28, 2026. The company conducted a sales demonstration utilizing rice produced by farmers participating in the AWD (Alternate Wetting and Drying) project in Phitsanulok Province, Thailand. (Hereinafter referred to as "this demonstration").

In this demonstration, with the cooperation of talent and creator Ryota Moisture, who was appointed as the Green Carbon Thailand Ambassador, product introductions, tastings, social media promotion, and sales were carried out for visitors. Approximately 1 ton of products prepared were completely sold out during the event.

This initiative was not merely a sale of rice, but was conducted as a sales demonstration to verify the effectiveness of promoting environmentally friendly agriculture through AWD, improving farmer income, understanding consumer needs, exploring sales channels, and utilizing creators for information dissemination. Based on the insights gained from this demonstration, Green Carbon aims to build a new value chain that balances the enhancement of value for Thai rice with the improvement of farmer income.

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◆ Challenges Facing Thailand's Rice Industry

Thailand is one of the world's leading rice exporters, but in recent years, price competition with India and Vietnam has intensified, creating a demand for new value beyond just price for Thai rice. Value addition that combines quality and aroma with health benefits, traceability, and environmental value has become an important theme.

Furthermore, water shortages and drought risks due to climate change, along with soaring fertilizer and fuel prices, are major factors pressuring the management of Thai farmers. AWD is expected as a countermeasure to these challenges.

AWD is a water management technique where paddy fields are cultivated with periods of drying, rather than being continuously flooded. It is expected to reduce methane emissions, conserve water usage, and contribute to sustainable agriculture.

◆ Farmer Challenges and Potential Observed in Phitsanulok Province

Prior to this demonstration, Green Carbon visited farmers participating in the AWD project in Phitsanulok Province to conduct interviews regarding their cultivation status, sales channels, and agricultural management challenges.

On-site, while the rising prices of materials such as fertilizers and fuels were pressuring farmers' businesses, some farmers reported that their yields had increased approximately 1.5 times compared to before participating in the project. Local universities suggest that factors such as a reduction in pest and disease damage may be contributing, and while not definitively attributed to AWD, the project has received high praise.

For the farmers visited this time, yields increased from approximately 4.9 t/ha (approx. 0.78 t/rai) to approximately 7.1 t/ha (approx. 1.14 t/rai). Based on farmer selling prices, this increase translates to an additional revenue of approximately 20,000 THB (Thai Baht) (approx. 97,000 JPY) per hectare per crop.

Based on these on-site voices, Green Carbon believes it is important to improve farmer income not only by reducing water usage and greenhouse gas emissions but also by increasing yields and selling high-value-added rice.

○ Scenes from farmer visits (1)

○ Scenes from farmer visits (2) ○ Scenes from farmer visits (3)

◆ Objectives and Results of the Sales Demonstration

This demonstration aimed to verify consumer needs and marketability for rice produced by AWD farmers, as well as to confirm the potential of new sales models for environmentally friendly agricultural products.

The main verification items were as follows:

Consumer interest in rice from AWD farmers

Evaluation of product concepts and packaging

Price acceptability and purchasing behavior

Effectiveness of sales methods utilizing tastings, social media, and creators

Needs for varieties and functionalities in the Thai market

Potential for expansion into sales channels, including B2B

At the venue, in addition to product explanations and tastings by Green Carbon staff, Ryota Moisture conducted product introductions and social media outreach.

Thai consumers showed high interest in Jasmine rice, Riceberry, brown rice, and low-GI rice, while Japanese visitors frequently requested Japonica rice. Furthermore, restaurant industry professionals expressed interest in continuous purchases and commercial use, confirming the potential for expansion into the B2B market in addition to household sales. As a result, approximately 1 ton of products prepared were completely sold out during the event. This demonstration revealed that product design combining variety, quality, and health benefits, in addition to environmental value, is crucial for enhancing the value of Thai rice.

○ Scenes from this demonstration

◆ Comments from Stakeholders

<Ryota Moisture, Green Carbon Thailand Ambassador>

As the Green Carbon Thailand Ambassador, I visited farmers in Phitsanulok Province and subsequently introduced their rice at the Saha Group Fair & Fest.

On-site, I learned about the challenges farmers face, such as rising fertilizer and fuel prices, while also witnessing positive changes like increased yields due to project participation.

I am very pleased to have been involved in an opportunity to deliver the rice, carefully cultivated by the farmers, to consumers, with many people purchasing it at the venue.

I hope to continue delivering this initiative to more people and contribute to Thai farmers and local communities.

<Sorchote Ambhanwong, The CEO of Shop Global (Thailand) Co.,Ltd. (a subsidiary of Saha group)>

I inspected Green Carbon's AWD project in Phitsanulok Province and experienced firsthand the challenges faced by farmers and the value created by this initiative.

During the sales demonstration, we were able to hear directly from consumers and gained valuable insights for future product development and sales channels.

We look forward to continuing our collaboration with Green Carbon to explore the potential for improving Thai farmer income and high-value-added products.

◆ Future Developments

Based on consumer feedback and sales data obtained from this demonstration, Green Carbon will proceed with building a new rice value chain that combines environmentally friendly farming methods such as AWD with varieties and functionalities that meet consumer demand.

In the future, in addition to household sales, we will consider expansion into sales for restaurants, corporations, B2B, and online sales. By combining cultivation management, traceability, and environmental value, we aim to achieve both enhanced value for Thai rice and improved farmer income.

Furthermore, we plan to gradually expand the AWD project, with the goal of widespread adoption across 1 million hectares in the future. If the introduction to 1 million hectares is realized, it could lead to a reduction of approximately 10 million tCO2e in greenhouse gas emissions annually. Additionally, if yield improvements similar to those of the farmers visited this time are achieved, an increase in sales of approximately 40 billion THB is expected over two crops per year.

Green Carbon will promote AWD as a sustainable agricultural model that not only reduces greenhouse gas emissions but also addresses water shortages, improves farmer income, and strengthens the international competitiveness of Thai rice.

※1: AWD (Alternate Wetting and Drying)

Alternate Wetting and Drying (AWD) is a method that involves repeating irrigation and natural drying every few days, based on the water level in paddy fields. Compared to continuous irrigation, AWD can reduce water usage and contribute to water resource conservation.

◆ Green Carbon Inc.

Representative: Jun Okita, Representative Director Location: Hanzomon PREX North 9F, 2-3-2 Kojimachi, Chiyoda-ku, Tokyo Established: December 12, 2019 Business Activities: Carbon credit creation and sales business, agricultural-related business, environmental-related business, and other related businesses and ESG consulting services URL: https://green-carbon.co.jp/

◆ Green Carbon Business Introduction

Green Carbon is a climate tech company with the vision "Saving the Earth with the Power of Life," supporting the entire process from creation to registration and sales of nature-based carbon credits both domestically and internationally. Additionally, it engages in R&D of plants and microorganisms, ESG/emission allowance consulting, and various environmental-related businesses.

The company operates in over 10 countries, primarily in Japan and Southeast Asia, promoting a diverse range of nature-based projects including paddy fields (mid-season drainage, AWD), biochar, forest conservation, carbon farming, mangrove afforestation, livestock waste treatment, and reduction of livestock-derived methane. In domestic paddy fields (mid-season drainage), it created approximately 6,220 tons of credits in FY2023, the first and largest scale in Japan. Expansion is planned to approximately 40,000 ha (approx. 65,000 tons) in FY2024, approximately 65,000 ha (approx. 65,000 tons) in FY2025, and approximately 90,000 ha (approx. 95,000 tons) in FY2026. In the dairy sector, it implemented Japan's first program-type registration for J-Credits, aiming to create 6,749 tons in FY2026.

Overseas, it is promoting large-scale project formation and credit creation, mainly in Southeast Asia. In the Philippines, an investment project utilizing the JCM (Joint Crediting Mechanism) has been fully sold. Furthermore, in Vietnam and Cambodia, it is collaborating with prefectures, local governments, and national governments towards the approval of JCM methodologies. Additionally, it provides "Agreen," a platform that completes credit application, registration, and sales in one stop, streamlining cumbersome procedures and document preparation, thereby reducing the burden on creators and enabling scalable business promotion. It also handles the distribution of agricultural products with environmental value (environmentally friendly rice), R&D, and ESG/emission allowance consulting, contributing to decarbonization centered on natural capital.

◆ Green Carbon Inc. Social Media Links

Carbon Credits Journal: https://biz-journal.jp/carboncredits/

Linkedin: https://www.linkedin.com/company/green-carbon-inc/

Facebook: https://www.facebook.com/profile.php?id=61557429326458

X: https://mobile.x.com/GreenCarbon2019

Wantedly: https://www.wantedly.com/companies/greencarbon2019

Youtube: https://www.youtube.com/channel/UCYO4WnGOHDaVB1ikxheZasA

note: https://note.com/green_carbon/

Instagram: https://www.instagram.com/greencarbon.official/

Tik Tok: https://www.tiktok.com/@greencarbon2019