Wilmar Africa launches two new rice brands in Ghana joining in drive towards self-sufficiency

GHANA – Wilmar Africa Limited, Ghanaian subsidiary of leading food processing and investment holding company, Wilmar International has expanded its rice portfolio, launching two new variants of the Fortune and Viking brands.

The new products dubbed Fortune Emo Pa Local Rice and Viking Emo Local Rice, consist of premium jasmine rice grown locally in the Volta region.

According to the company, the launch is aimed to bring more choices to consumers and support the local rice industry as the country gears towards becoming self-sufficient in production.

“Wilmar Africa is venturing into local rice to support and continue the development of rice farming in Ghana with the aim of boosting domestic rice production, creating more jobs to promote self-sufficiency and enhancing the economy as import reduces,” said launch Mr Kwame Wiafe, General Manager of Wilmar.

The government has undertaken different initiative to spearhead its self sufficiency plan such introduction of the Planting for Food and Jobs programme, establishing a rice processing factory under 1D1F project and adding the crop on the Ghana Commodity exchange, among others.

Mr. Kwame called on all stakeholders to join in the drive stating, “I urge all stakeholders to double their efforts at developing a competitive local rice industry that will create jobs, increase incomes, reduce imports and save the Ghana Cedi.”

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The introduction of the new products by Wilmar comes days after Olam Ghana unveiled the country’s first fortified rice, aimed to meet the nutrient requirements for health living by every consumer.

“Wilmar Africa is venturing into local rice to support and continue the development of rice farming in Ghana with the aim of boosting domestic rice production.”

General Manager of Wilmar Africa – Mr Kwame Wiafe

The new rice is part of the company’s leading national long-grain rice brand, Royal Aroma and is fortified with micronutrients including iron, zinc, and B-complex vitamins, providing more than 15% of the minimum RDA (recommended dietary allowance) per serving.

The company also launched ‘Made in Ghana’ rice know as Mama Gold, earlier in the month.

For the Market Year 2020/2021, Ghana’s rice production is forecast at 500,000 Metric Tonnes (MT), up six percent from prior year, according to a GAIN report by USDA.

In the country, rice is the second most important cereal after corn, and has become a major staple food. During the period under review, consumption is projected to be 1.42 million MT.

To meet the demand, the country is set to import about 950,000 MT of the grain.

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