Fiji Rice Limited (FRL) has started selling white rice, but supply remains limited.FRL chief executive officer Mukesh Kumar said most of the company’s white rice was being processed at Nailaga in Ba. However, the quantity available was still insufficient to meet market demand.
“Most of the white rice is currently being processed at our mill at Nailaga in Ba, but the quantity available is still limited. We also do some in Vanua Levu,” he said.
Mr Kumar said the company decided to introduce white rice to provide customers with more options and respond to changing consumer preferences.
He said their white rice are now being sold at Extra Supermarket and RB Patel stores, where customers had shown interest in the new product.
“We are still receiving a lot more supplies of brown rice compared to white rice.”
He said Fiji Rice Limited had started receiving different varieties of rice from farmers, which helped the company expand its product range and provide more choices for consumers.
“We have also started receiving different varieties of rice from farmers, which will help us provide more options for customers.”
He said the continued sale and production of white rice would depend on market demand and sales performance throughout the year
“The company is working closely with farmers to ensure a steady supply of quality rice and to improve production.”
He said increasing the availability of different rice varieties would benefit consumers and contribute to the growth of the local rice industry.
“We remain focused on maintaining the quality of our products while meeting the changing needs of customers.
“By monitoring sales trends and customer preferences, we will be able to plan future production and supply more effectively.”
He said strengthening partnerships with farmers would remain a key focus as Fiji Rice Limited worked towards improving local rice production.
White rice by Fiji Rice Ltd are now on the shelves of two local supermarkets. Picture: SUPPLIED Inset: White rice now on supermarket shelves in Suva. Picture SUPPLIED/RAJ SHARMA
