NEW BRAND THE REAL BASMATI RICE CO LAUNCHES IN UK

January 31, 2013, 11:38 am
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The Real Basmati Rice Co is a new brand launching the in the UK this year.

The taste is achieved by sourcing the rice direct from single estate farms and ageing the rice for at least twelve months which also ensures the grains do not stick together when cooked.

Founder, Shahid, turns the farmers he works with into friends and shares their passion of using traditional methods to make sure things are done the right way.

The majority of rice tends to come from farms in India and Pakistan where harvest is pooled and sold as a commodity at auctions.

all packaging is made from 100% recycled material
All packaging is made from 100% recycled material

Traceability is near impossible however, The Real Basmati Rice Co is on a mission to change the way consumers buy rice and makes a point of only working with producers who cultivate rice in the most natural way.

This means nothing nasty is added.

One of the farms The Real Basmati Rice Co. works with is based in the Punjab region in Pakistan.

Located between two rivers, Jhelum and Chenab, the area boasts ideal conditions for rice farming.

Today, Shahid sources rice direct from Aslam Farm in the Punjab.

Aslam is a family estate where all members live, work, eat and do everything together.

Once harvested, farmers lay the rice reeds in the sun for two weeks to help it dry.

The reeds are then beaten, by hand, to separate the grains from the shells and the husks are removed.

Once this process is complete, the rice is bagged in jute sacks and placed in large rice stores away from the elements to age and mature.

After a minimum of 12 months drying time to bring out the flavour and texture of the rice, each grain is polished before being packed, by hand, and put on a slow boat to the UK.

The new rice has an RRP of £3.95 for a 1kg bag and all packaging is made from 100% recycled material.

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