REWA Rice Ltd has had to increase production of brown rice following a rise in demand.
And the company believes a few factors have contributed to the increase, including people becoming health-conscious and opting for brown rice instead of white rice.
Company manager Ashrit Pratap said the demand had resulted in business houses also increasing their orders.
"The demand is from Viti Levu and we have business houses that have increased their orders because their customers want to buy brown rice," he said.
"Well-known supermarkets have ordered a lot of brown rice and the list of orders continues to increase.
"People are becoming health-conscious now and are opting for brown rice instead of white rice, thus the increase in demand."
Mr Pratap said last year the mill produced 608 tonnes of brown rice worth $600,000.
"Every year we increase our production of brown rice and the demand for it has also increased over the years.
"Even people are coming to the mill to buy their supply because it runs out quickly in supermarkets.
"We have some church groups ordering brown rice. People are just being careful now with the food they eat and brown rice is good."
Mr Pratap said so far this year, his workers have had to produce a lot of brown rice because of high demand.