KUALA LUMPUR, Malaysia, Sept 25 – To address issues associated with rice consumption, Jasmine Food Corporation (Jasmine) Sdn Bhd is launching one of the Malaysia’s most anticipated rice fair, “HealthyRicestyle,” planned to be held from October 9 – 13, 2019.
The annual fair aims to draw people’s attention towards rice benefit, as fuel for energy, anti-diabetic properties, and efficient ways to lose excess fat. Highlighted fair’s activities include specialty rice’s cooking show inviting Celebrity Chef Fami from KDU & Chef Jaafar Onn, health related talk by PDN & Tung Shin Hospital, and free basic health screening by Tung Shin Hospital.
The demand for specialty rice is showing an increasing trend due to healthy lifestyle changes of Malaysian consumers, according to a research by Food and Fertilizer Technology Center for the Asian and Pacific Region (FFTC-AP). Rice is also known to help prevent obesity, supported by an international study using data from 136 countries, which stated that the obesity rate is low in countries that eat rice as a staple food.
“Specialty basmathi rice, for example, is gaining the higher demand owing to its health benefits of low- glycemic (GI) score, low calories, no cholesterol and high in minerals and vitamins,” said Lim Swee Keat, Jasmine Food Corporation’s CEO.
With its distinctive pandanus-like flavor, basmathi rice is rich in mineral that can provide you with a healthy cardiovascular system. This long-grain rice variety is also gluten-free and low in fat, that help reduce the risk of heart disease, diabetic, and improve cholesterol levels.
“Jasmine Food has been looking into developing healthy and tasty rice, like basmathi rice. We ensure consumers to rest assured that every time they eat rice, they can taste the one with superior taste and aroma. Adding to the Asian unique flavors, there will be two varieties of specially selected basmathi rice highlighted at the Jasmine Food’s HealthyRicestyle’s event, including Jasmine Royal PusaGold and PusaCream,” added Lim.
Processed in the traditional Indian way, Jasmine Royal PusaGold follows the high-quality process of ageing to ensure their robust flavor, fluffy texture, and elongated grains; while jasmine’s PusaCream passes through Parboiled process that involves steaming and drying with the husk. The process helps boost the rice nutrient, enhance the texture, and make it more resistant to weevils.
“However, both Royal Pusa Gold and PusaCream have much lower Glycemic Index (GI) than any types of rice, which helps in long-term blood sugar control. They are also good sources of complex carbohydrates, which often found in wholegrains to keep us full longer and help us maintain weight loss,” said Lim.
Providing a large range of rice products for over five decades, Jasmine Food Corp have honored numerous achievements for their rice quality. Recently this year, they have just achieved Platinum Trusted Brand for the “2019 Readers Digest Trusted Brands Award,” “Malaysia health and Wellness brand award” from Sin Chew Daily Malaysia, and Best White Rice for “Anugerah Dapur with Love 2019.
Lim added, “As thought leaders, we will consistently provide insightful information about the sector, while create a holistic view with our consumers. Through HealthyRicestyle, we are optimistic to influence wider audiences, with deeper knowledge of healthy eating habits and choices, whiling giving examples on how to apply the new fun healthy lifestyle.”