Local rice producer eyes export of ultra premium brand

MANILA, Philippines — Rice processing firm Chen Yi Agventures Inc. plans to start exporting its high quality rice brand to Asia or the Middle East this year.

Chen Yi Agventures president Rachel Renucci-Tan said in a briefing the firm is currently in talks with different countries for the export of rice.

“We’re looking at one to two but large export markets,” she said, noting these countries are in Asia and the Middle East.

She said exports could begin within the year.

Chen Yi Agventures is the company behind ultra premium rice brand Dalisay.

Last year, the firm won Third Best Rice at the World Rice Conference for Dalisay Rice, marking the first time the Philippines was recognized as a world class producer of rice.

Vietnam was declared the World’s Best Rice Winner last year.

Chen Yi Agventures has invested P1.7 billion in a rice processing center in Leyte which uses end-to-end Japanese technology.

Through the use of Japanese technology, the firm is able to ensure the rice is always fresh.

For the production of Dalisay Rice, the company is implementing a program which involves organizing farmers by providing low interest loans, as well as high quality fertilizers, pesticides, high yielding inbred seeds, as well as high-tech planting and harvesting equipment.

Farmers under the program have seen their yield increase two to three times and their income rise by over 10 times.

The firm’s rice processing center currently produces 100 tons of rice per month, based on orders made by retailers and restaurants.

At full capacity, the rice processing center’s output can reach 50,000 tons in a year.

Dalisay Rice, launched just last year, is currently being sold online, as well as in more than 150 supermarkets in Metro Manila such as SM, Robinsons, Rustan’s, Shopwise, Landmark, Metro Supermarket, Cash and Carry, Unimart and Puregold.

For a two-kilogram bag, Dalisay Rice retails for P170 to P174.

Tan said the company expects to have Dalisay Rice available in more than 180 supermarkets within the month.

There has been good market reception for Dalisay Rice as it is often sold out in supermarkets.

Dalisay Rice is also being used in 50 restaurants across Metro Manila.

Patrick Francois Renucci, co-founder and senior management consultant at Chen Yi Agventures, attributed the warm reception of the product to the market’s understanding of the importance of consuming good quality food.

As its name implies, Tan said Dalisay Rice is pure as the company is the only producer in the country that doesn’t use cheap palay (unmilled rice) or poor quality palay.

“We don’t mix imported rice. We’re the only one that maintains one to two varieties at most and we don’t spray chemicals,” she said.