The lack of integrated researched information on Basmati in Pakistan and the ensuing need to enhance the knowledge base stimulated the setting up of our special R&D; cell to study the subject in all its complex nuances. At Sunrice Foods, we study issues such as chemistry, quality parameters and aging in great detail.

The R&D; cell brings together a team of experienced rice professionals including farmers who are making efforts to blend a wealth of traditional knowledge with modern know-how and technology to improve pre & post-harvesting techniques. The objective is to boost quality, improve head rice yields and lower costs. Our research efforts have a direct bearing on our success in developing new seed varieties and our ability to source and adapt the world’s frontline rice making technologies to conditions prevailing in Pakistan.

We were among the first in the industry to form an association with Rice Institute, for developing better varieties of Basmati. The close association with research institutions assisted us in launching the newly developed Basmati variety exclusively under our brand in 2006. This variety was met with huge success. We have also collaborated with Buhler, the world’s leading rice manufacturer for process and machine improvement. Associations with leading Agriculture Universities have been made to use studied and tested methods for quality. A corpus of a 10 is also made available for grass root level agricultural research toward better crop development.

With great brands in the stable, we are expected to be a great beneficiary to the Pakistan retail boom. This accomplishment is achieved through our intensive R&D; in the rice field.