Overseas demand for local brown rice

72-year-old Visisun Deo works in his rice field in Waiqele, Labasa. Fiji Brown rice has been recieving recognition internaitonally. Picture: LUKE RAWALAI

DESPITE demand for the Fiji Brown Rice brand in Australia and New Zealand, Fiji Rice Ltd will focus on meeting the local market demand to decrease import. Company manager Ashrit Pratap said the increase in demand for the rice was because of its nutritional value. Mr Pratap said with the world becoming more health conscious, more people preferred the rice because it was packed with nutritional contents good for health. “Doctors have been recommending the rice to their patients especially those suffering from diabetes,” he said. “The brand of rice has been gaining attention in the local market lately mostly among customers on Viti Levu. “Since the launch of the product in 2015 it has been getting recognition on the local market raking in $70,000 to $84,000 in sales.” Mr Pratap said in 2015 they had supplied the rice to Vanuatu for relief supplies during TC Pam which had ravaged the country. “However, for the time being we will focus on meeting the demand in the local market before we think of exporting rice overseas.”

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