An Isan-based cooperative is transforming indigenous rice production through value addition rather than commodity sales. The group preserves over 300 rice strains (including 40 aromatic varieties) using organic farming with forest-integrated fields, reduces seed costs from 20kg to 2kg per rai, and processes rice into packaged goods, soaps, shampoos, and cosmetics under the "Dok Hong" brand. Distribution occurs online and through the national cooperative network, generating sustainable income for farmers and serving as a community "gene bank" for heirloom rice.