This success story has rooted from the company core values, “To provide excellence toward contribution to the society, improving standard of living of the stakeholders and the locals, and eventually raising household income of the farmers.” Nongbualamphu is known as the poorest province with the lowest per capita income. Concerning this fact, Srithaimai Group had made another big investment decision in a new rice processing facility in 2004, so called Srithaimai Rice Company Limited with annual capacity of 150,000 metric tones, aiming for quality improvement and job creation. Srithaimai Rice is fully equipped with new production technology that facilitating a significant quality improvement for domestic market and exports. Not only that, Srithaimai Rice has hired more than 100 employees from the local and has been in good relationship with the local farmers more than ever.