Peetachai’s hope is to transform more lives, one grain of rice at a time. Through Siam Organic, founded in 2011, Peetachai aims to lift small-scale Northeastern farmers out of poverty through the international distribution of Jasberry rice. The name was derived from its similarity to jasmine rice (“Jas”), along with its power antioxidant benefits (like “berries”). According to the dual-degree and MBA holder, the purple-grained rice is the best value-for-money antioxidant, 10 times that of matcha, and is high in vitamin E and beta-carotene. The former Nomura investment banker now works with over 1,100 small-scale farmer households to reverse low yields, improve inefficient agricultural systems, and reduce their debts. His business model includes providing products such as pure organic rice seeds and fertilisers, along with services such as training, financial education, and the provision of guaranteed market. With reduced reliance on expensive chemical inputs and going organic, not only do the farmers benefit from higher incomes and healthier conditions, they also protect the environment in the process. The enterprise has won awards such as Spark the Fire Champion at Obama’s Global Entrepreneurship Summit (2016) and Chivas Venture (2017). It hopes to impact over 20,000 farmers by 2019.