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Australia & New Zealand Business Report 2017

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Discovery Reports

SunRice elevates Asian palate with premium rice products

SunRice produces some of the world’s most premium rice varieties, including the sought-after Japanese-style sushi rice, which it exports globally including to Japan

PUBLISHED : Friday, 22 September, 2017, 5:15pm
UPDATED : Friday, 22 September, 2017, 5:15pm

Asia consumes more than 90 per cent of the world’s production of rice, which is a staple food for a majority of the population. With economic growth bringing prosperity to the region, Asian consumers are increasingly looking for premium quality foods and choices that are healthier, clean and ethically produced. Leading Australia-based global branded food company SunRice is well-positioned to tap into these mega trends with its long track record of innovation complemented by a vertically integrated business.

“We can ensure the highest possible product quality and safety with our tightly controlled and traceable supply chain,” says Nathan Higgs, SunRice’s international business manager for Asia. “This is SunRice’s unique selling proposition along with having crops grown in perhaps the world’s most pristine rice-growing environment.”

Taking a global mindset towards product innovation, SunRice is focused on meeting the needs of discerning consumers around the world. Apart from everyday table rice, SunRice produces some of the world’s most premium rice varieties, including the highly sought-after Japanese-style sushi rice, which it exports globally including to Japan. These varieties are supplemented by value-added products such as rice snacks, microwave rice and ready-to-go meals. In the premium health foods space, SunRice is the renowned supplier of rice with low glycemic index and nutritious rice chips and rice cakes.

Aside from its home market, SunRice has a market-leading presence in New Zealand, the Middle East and the Pacific and now sees great opportunity in Asia. Through a subsidiary in Singapore, SunRice nurtures existing relationships with customers and business partners in Asia, and seeks additional distributors especially for its sushi rice. To establish a market in China, SunRice will launch an e-commerce platform this year. “Our goal is to make Asia a pillar of the business within the next five years,” Higgs says. “We would need the right partners with the right capabilities to establish SunRice in the premium end of the market.”

www.sunrice.com.au