Sunfoods Launches Jasmine Rice

SunFoods, LLC is launching a line of Jasmine rice products under the HINODE brand name for retail grocery chains in the United States. Initially the launch will include two products (five pound bales and ten pound bales) in the Western United States and Pacific Islands.

Jasmine rice has grown in popularity for its subtle fragrance and fluffy white texture. The aroma that is released during cooking reminds the senses of authentic Thai cuisines and spices from South East Asia. Look for the signature fuchsia packaging of HINODE Thai Hom Mali Jasmine rice and experience the popularity of premium, fragrant rice imported directly from Thailand.

The HINODE brand, established in 1934, continues its commitment to growing the rice category and U.S. rice consumption through innovation of premium quality rice varieties to mainstream retail consumers. With the addition of pure Thai Hom Mali Jasmine rice, HINODE sells the largest range of rice varieties under one brand including: Long Grain, Calrose Medium Grain, Parboiled, Wild, Sweet, Koshihikari, Akita, Hitomebore, Arborio and now Jasmine rice.

Rice imports from Thailand (which include Jasmine rice) have increased 61% in the last 5 years (USA Rice Federation U.S. Rice Domestic Usage Report Milling Year 2007 – 2008). In addition, consumption of Jasmine rice has grown significantly with US consumers over the same period. SunFoods is uniquely positioned to source rice from Thailand through Ricegrowers Limited (trading as SunRice); the majority shareholder of SunFoods, LLC.

SunRice is one of the world’s largest branded rice food companies, exporting branded rice and rice food products to over 60 countries around the globe. A 58-year-old Australian company with consolidated sales revenue of over $708 million, SunRice sources rice for processing and marketing globally under the SunRice brand portfolio and subsidiary brands.