In Thailand, although investment in irrigation system, adoption of modern varieties and increasing cropping intensity have resulted in increasing yield of rice since the 1970s (Isvilanonda and Poapongsakorn, 1995), it is still relatively low compared other Asian countries as Thailand has a considerable share of rain-fed rice cultivation areas, particularly in the Northeast region where Hom Mali or Jasmine rice, traditional high-quality aromatic yet low-yielding varieties are grown. Despite lower yield, rice production in Thailand has been increasing during the past four decades contributed primarily by the expansion of rice cultivation area prior to the 1980s (Table 2) and a widespread adoption of non- photoperiod sensitive varieties in the 1990s that increased multiple cropping in irrigated areas. As Thailand’s position in the world rice market is the premium rice, maintaining quality rice production has always been one of the main targets. Due to agronomic and environmental constraints, Jasmine rice is always low-yielding than other varieties. Evidently price support program and pledging program have contributed to increasing rice production, it may hinder the production of quality rice as the price is set by the government and not recognized by its quality.