In 1995, Jasmine introduced Sunwhite the first AAA quality fragrant rice into the Malaysian market. It took the market by storm and has since been highly regarded by consumers. It is today the leading brand in the fragrant rice category. Fragrant rice is imported mainly from Thailand, Vietnam and also Australia.
In Thailand, fragrant rice varieties are planted only in the north-eastern region of the country. This is where the purest, highest quality fragrant rice are grown and exported to all corners of the globe. Harvesting is only carried out once a year between October and March.
Jasmine markets a range of fragrant rice to meet the daily energy and health needs of the populace. All the products are in the 5% broken-rice category. Fragrant rice is identifiable from the pink band at the bottom of the pack.