Please tell us about the cultural insight that inspired the work

Thailand is the world's largest rice exporters, with more than a million rice farmers working nationwide, it is known for having only 3 seasons - summer, hot summer and damned hot summer. Thai famers still farming rice in a traditional way, using their hand while facing their back to the sun. They have no choice but being exposed to extreme temperatures up to 45°c for 80 hours per week, with death toll from the heatstroke in fields runs into 38 cases every year. Mongkut fertilizer want to help farmer with this life and death issue. And to show Thai Famers that we are true partner with them when it comes to farming.