The Rise of the Red, Black, Brown, Violet and Branded Rice

For Pinoys, Rice is Love. — PERIOD.

Our cuisine may be influenced by numerous cultures, but whatever the dish, whatever our ulam is, it is never complete without a cup (or several cups) of rice.  We have rice for breakfast, rice for lunch and rice for dinner, and as if that  wasn’t enough we also have rice for snacks and desserts made of rice. We can also eat rice with just about anything, whether it’s just condiments like catsup, soy sauce or patis! or  even pancit, noodle soup and even pasta!

Much like the framed photo, cross stitch, or artwork of the Last Supper, and the giant wooden fork and spoon, no Filipino dining area wouldn’t be complete without rice.

Rice is a great carbohydrate and we need carbohydrates for energy so we should definitely include it in our meals. Rice is also low in fat and a source of protein — plus it’s super cheap and versatile. Rice also contains essential nutrients such as iron, magnesium and B vitamins.

And while too much rice wouldn’t kill you, it could certainly lead to obesity and diabetes, that is why Pinoys are slowly discovering and trying out other variants and colors of  rice. But do different colors mean different benefits? We did a bit of research to determine if theres really more value to other variants of rice than just a shade of color.

White Rice is the most popular and common variety. It has has the husk, bran layer and the germ removed. As a result of this extraction, white rice contains less nutrients than brown, black or red varieties. White rice also  comes in different varieties; there’s short-grain, medium-grain (Japanese-style) and long-grain (Basmati, Jasmine and Doongara), and each variety has a different glycemic index

*Glycemic Index (GI) is a measurement carried out on carbohydrate-containing foods and 
their impact on our blood sugar. Over the past 15 years, low-GI diets have been associated with decreased risk of cardiovascular disease, type 2 diabetes, metabolic syndrome, stroke, depression, chronic kidney disease, formation of gall stones, neural tube defects, formation of uterine fibroids, and cancers of the breast, colon, prostate, and pancreas. 

For example Basmati or Doongara rice have low GI, whereas some of the other white rices are higher in glycemic index.

But one reason why white rice is seen as inferior to the other types is due to its lower fibre content because the outside husk is gone. It also contains less iron compared to brown rice.

Brown Rice: While white rice is milled to remove the bran layer and germ, brown rice is whole grain rice with only the outer hull removed. It is a bit more chewier than white rice, has a more nutty flavour and is more nutritious.

Brown rice is excellent for magnesium,  a good source of thiamine and iron, and it’s got a moderate source of zinc. In terms of protein, from white to black rice, brown rice sits in the middle at about 7.2 grams per 100 grams. Because it’s got the outside husk intact, brown rice also has the advantage of having a high fibre content of 3.2 grams per 100 grams.”

In terms of glycemic index, brown rice releases at a “medium” rate in the body, meaning it will keep you fuller for longer compared to white rice.

Black Rice: Now, Black rice is a different species of rice compared to brown and white. It has a distinct nutty, earthy flavour and takes much longer to cook than white rice and is also high in fibre, with about  4.7 grams per 100 grams.

Compared to  white rice which has 6.3 grams of protein per 100 grams, the black rice has got 9.1 grams of protein. It also has a lower glycemic index, so its good for those who are diabetic or high on sugar.

Red Rice: Red rice has a unique colour due to its anthocyanin content, which also provides a big boost of antioxidants. Per 100 grams, red rice has seven grams of protein and two grams of fibre. Both red and black varieties contain higher amounts of nutrients compared to white rice.

Purple or Violet Rice: Legend has it that purple rice was originally reserved exclusively for China’s ancient emperors because of its appearance and rarity.

The violet rice’s color is created by a flavonoid called anthocyanin pigment. It is the  same pigment that  gives blueberries, eggplants, and other healthy fruits and vegetables their deep color. Anthocyanins are phytochemicals found in plants.

Sticky purple rice is a whole grain, meaning the outer bran layer is intact. This makes it high in fiber, as well as slightly nutty in flavor. Fiber is important for regular bowel movements and overall bowel health. It is also a very a good source of protein, making it an excellent addition to a vegetarian diet as well as a significant source of iron.

Now that you are aware of the different varieties, the next question is where can you buy them. The good news is that unlike a fews years ago, different colored rice is more readily available in supermarkets nowadays.  And its important to get it the grocery to make sure you are getting real colored rice and not fake or low quality ones.

This has been the advocacy of  Sunnywood Superfoods Corp., a local company that  has influenced the way Filipinos buy their rice in the supermarket in the last two decades.

Rice Experts

Sunnywood Superfoods was established by Romeo Ong, a graduate of the De La Salle University in 1976 with degrees in AB Economics and BS Business Administration.  Ong has always been drawn to agribusiness  “It’s a confluence of circumstances,” Ong says when asked why his company ventured into rice distribution. “At that time, my wife’s family was already in the rice business. Her support and encouragement was overwhelming. Also, the major supermarket chains in the country were just starting to hit their stride in their expansion. The timing was right. Everything was lined up.  It was not a hard decision to make.”

Sunnywood, a company name chosen because it evokes nature, agriculture and joy, started as a single proprietorship in September 1997 with just 9 items under Harvester’s.  It was incorporated in 2007.  Two more brands followed in quick succession:  Jordan Farms and Farm Boy and with them the product range increased to about 50 SKU’s.

Bannered by its flagship brand Harvester’s, Sunnywood introduced its rice to Filipinos in the supermarkets thru the launch of several varieties of white rice. Filipinos usually buy their rice in the wet markets and the neighbourhood sari-sari stores but Sunnywood has helped change that by riding on the growing acceptance and reach of the supermarkets and malls with its branded rice.

 

“Through the years, Filipinos have embraced supermarkets and malls. They are convenient, comfortable, safe and make available almost everything under one roof.  In fact, they have become a way of life. It makes good sense to engage the supermarkets,” says Romeo Ong, president of Sunnywood, which is celebrating its 20 years this month.“We are in lockstep with the growth of the supermarkets,” Ong adds. “As they expand, we expand with them to efficiently service the needs of their customers.  Meantime, our market grows as a result.”

The Jordan Farms brand supplies healthy (black, red and brown) and specialty (Basmati and glutinous) rice to supermarkets. Farm Boy, on the other hand, is good rice made accessible to all Pinoy families with its lower price range.

Rise of Branded Rice

But more than just making colored rice and other rice varieties readily available, Sunnywood has also changed the way Pinoys choose rice. Although a bit pricier, choosing branded rice immediately has its own benefits.  Chef Rolando Laudico who joined the  Thanksgiving dinner of Sunnywood last week at Privatus, said they prefer branded rice because of the quality and the packaging.

“You don’t have to worry about washing your rice several times to clean it or  about accidentally biting down on a small piece of rock since Sunnywood makes sure that the rice are already free of mites and other particles before its packed in a ziplock bag. So you are assured of the quality, he told guests right before doing a cooking demo with Chef Jackie Laudico.

“To have a successful brand, you need to earn the trust and confidence of the consumers.  We believe we have done that through consistently providing good quality rice over time.  That same trust and confidence also define our relationship with our customers – supermarkets, restaurants, etc. – and our suppliers.  We treat them with utmost respect.”

“When people ask me what businesses I am into, I say: rice, rice and more rice,” Ong says in jest. “Would I venture into other related business lines? If the opportunity presents itself, I will think about it. But Sunnywood will always be associated with the Filipino’s staple food.

Sunnywood is not involved directly in rice farming, instead it carefully sources its rice from farmers, millers, traders, importers and cooperatives. Over the years, it has actively helped local rice farmers penetrate the market and thereby help improve their economic lot.  It is also actively supporting the organic growing of rice.

A sampling of Sunnywood’s popular rice products:

  • Harvester’s Dinorado is one of the best dinorado rice in the country. It is locally produced, naturally aromatic, especially when cooked, and is deliciously sticky. It is the local alternative to the Japanese rice and is also good for congee, arroz caldo and champorado.
  • Harvester’s Thai Jasmine is known for its superior all-around taste and texture, and is ideal for most rice dishes and occasions.
  • Harvester’s Sinandomeng. One of the most popular items in Harvester’s line-up of rice, this is the everyday, any-occasion rice for the Filipino family.
  • Jordan Farms Black Rice. Among the line-up of healthy, unpolished rice, this naturally grown black rice contains more antioxidants than the other varieties.  It is also a good source of fiber, multivitamin B, essential oils, minerals, iron, among others.

Philippine Pride

Looking towards the future, Sunnywood aims to further strengthen its hold in the market.  “For the local market, we want to make our presence felt all over the Philippines. Right now, we are strong in Luzon and some Vis-Min (Visayas and Mindanao) areas, but our presence needs to be projected into many other areas of the country. We want to have a strong presence nationally,” Ong says.

“We are looking into exporting our products very actively as we go forward. We really like to see our products out there in the other countries.  To show the flag, so to speak. That will be another source of pride for the Philippines. I hope we can do that in the near future,” Ong says.The company has already done “small test marketing” overseas and has received interest from the Middle East, United States, Canada, among other countries.

With the popularity of the internet in the country that spurred online marketing, the company is also planning to take advantage of the convenience offered by the web.  Sunnywood aims to make its products available online so that those who cannot go to the supermarket can simply order and have their favourite rice delivered to their doorsteps. “That’s in our wish list,” Ong says. “But our core market will always be the supermarkets. We have a very good relationship with them. It’s a win-win for everyone – the farmers, the suppliers, the distributors, and the consumers. That will stay.”

Sunnywood is building a new office/warehouse to boost its capabilities, improving its processes and further enhancing the quality of its products.  “We are always looking to improve the quality of our products as we want to make our rice attain export-quality level for the Harvester’s and Jordan Farms brands.”

“I firmly believe that the rice makes the meal. That’s why our slogan from the very beginning has been ‘The secret to a great meal is still great-tasting rice.’ Ultimately, the consumers decide.  And knowing that consumers have remained loyal to our brands and have made them their own, nothing beats that feeling.  It’s all worth it then.”

watch the video of Chef Lau’s Adobo Bringhe cooking demo below:

 

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