The Vision Organic Basmati Rice
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The Vision Foods is about to Launch first Organic Basmati Rice brand
under the label of "The Vision" in Pakistan. The markets initially
served shall be Karachi, Lahore and Islamabad and in stages, it shall be
made available in other markets of Pakistan.
been enthused by the response for the product. Initially about 10,000
kilograms of Organically cultivated Basmati Rice was distributed through
social channels in Karachi and Lahore without the provision of product
description and the result was unbelievable, every one is behind us still to
continue the supply of the specific quality of rice. It encouraged us to The
company started test marketing the product over two years ago and has The
company started test marketing the product over two years ago and has
kilograms of Organically cultivated Basmati Rice was distributed through
social channels in Karachi and Lahore without the provision of product
description and the result was unbelievable, every one is behind us still to
continue the supply of the specific quality of rice. It encouraged us to
increase the area under cultivation during 2008 - 09 and consequently today
we are about to reap 20,000 kilograms of Organically grown Basmati Rice or
about 42,000 kilograms of paddy.
This year, we shall commence the commercial marketing and distribution of
the product because we still have very small quantity and for a large scale
product introduction, we need to have at least 300 - 500 tons of rice
annually and this can be achieved with in two years with the currently
available resources of the company.
On the other hand, we are also commencing the Organic Certification
processes, initially going through the Pakistani authorities to certify the
product as Organic. Organic certification addresses a growing worldwide
demand for organic food. It is intended to assure quality and prevent fraud,
and to promote commerce. Organic agricultural methods are internationally
regulated and legally enforced by many nations, based in large part on the
standards set by the International Federation of Organic Agriculture
Movements (IFOAM), an international umbrella organization for organic
organizations established in 1972.
Organically-cultivated basmati rice is free of chemicals in cultivation and
processing. So the basmati paddy yield is about 700 kg an acre, just about
half that of conventionally basmati rice cultivated with fertilisers and
pesticides.
History of The Vision Foods, Organic Basmati Cultivation.
"Organic farming is the form of agriculture that relies on crop rotation, green
manure, compost, biological pest control, and mechanical cultivation to
maintain soil productivity and control pests, excluding or strictly limiting the
use of synthetic fertilizers and synthetic pesticides, plant growth regulators,
livestock feed additives, and genetically modified organisms".
The Green Revolution Technologies involving greater use of synthetic
agrochemicals such as fertilizers and pesticides with adoption of nutrient
responsive, high yielding varieties of crops boosted the productivity in most
of the crops.
The Vision Foods, has started the cultivation of Super Basmati Rice in 2005
on five acres of land in Gujranwala district of Pakistan.
Organic Cultivation of Basmati Rice
Since 2005-06, The Vision Foods has started the organic cultivation of Super
Basmati Rice in 2005 on five acres of land in Gujranwala district of Pakistan
adopting and following "Principles of Organic Agriculture" established by the
International Federation of Organic Agriculture Movements (IFOAM) in
September, 2005. First yeild was re-cultivated on 10 acres during 2006 -
2007 and in 2007 - 08 area under cultivation was increased to 25 acres and
today growing organic basmati rice in THE VISION FARMS located in
Gujranwala and Narowal (Kalar Tract) on 50 acres, with yield of about 20
tons, and the company is aimed to grow enough quantities in near future to
export to the US and EU and to introduce it into the local market.
Organic production systems are based on specific standards precisely
formulated for food production and aim at achieving agro-eco system which
are socially acceptable and ecologically sustainable. Organic farming uses
ecological principles as the basis of crop management and animal
husbandry.
Codex Alimentaris Commission - a joint body of FAO / WHO defines Organic
Agriculture as Holistic Food Production Management System which promotes
and enhances health of agro-eco systems including bio-diversity and soil
biological activity and emphasizes on use of management practices in
preference to use of off-farm synthetic inputs. Organic agriculture is
knowledge based rather than input based and aims at optimization rather
than maximization.
Company is seeking assistance this year from the members of The
International Federation of Organic Agriculture Movements (IFOAM), which is
the worldwide umbrella organization for the organic agriculture movement,
uniting more than 750 member organizations in 108 countries, the Organic
Crop Improvement Association (OCIA) and Ecocert.
The Vision Foods is ready to harvest the crop in December which shall be available on
the shelves by Mid of April 2010 after reasonable aging and processing. Estimated
quantity available shall be around 20 tons from 50 acres of cultivated area.
Currently we are working on the design and marketing campaign for this product which
is being launched in first quarter of 2010.
under the label of "The Vision" in Pakistan. The markets initially
served shall be Karachi, Lahore and Islamabad and in stages, it shall be
made available in other markets of Pakistan.
been enthused by the response for the product. Initially about 10,000
kilograms of Organically cultivated Basmati Rice was distributed through
social channels in Karachi and Lahore without the provision of product
description and the result was unbelievable, every one is behind us still to
continue the supply of the specific quality of rice. It encouraged us to The
company started test marketing the product over two years ago and has The
company started test marketing the product over two years ago and has
kilograms of Organically cultivated Basmati Rice was distributed through
social channels in Karachi and Lahore without the provision of product
description and the result was unbelievable, every one is behind us still to
continue the supply of the specific quality of rice. It encouraged us to
increase the area under cultivation during 2008 - 09 and consequently today
we are about to reap 20,000 kilograms of Organically grown Basmati Rice or
about 42,000 kilograms of paddy.
This year, we shall commence the commercial marketing and distribution of
the product because we still have very small quantity and for a large scale
product introduction, we need to have at least 300 - 500 tons of rice
annually and this can be achieved with in two years with the currently
available resources of the company.
On the other hand, we are also commencing the Organic Certification
processes, initially going through the Pakistani authorities to certify the
product as Organic. Organic certification addresses a growing worldwide
demand for organic food. It is intended to assure quality and prevent fraud,
and to promote commerce. Organic agricultural methods are internationally
regulated and legally enforced by many nations, based in large part on the
standards set by the International Federation of Organic Agriculture
Movements (IFOAM), an international umbrella organization for organic
organizations established in 1972.
Organically-cultivated basmati rice is free of chemicals in cultivation and
processing. So the basmati paddy yield is about 700 kg an acre, just about
half that of conventionally basmati rice cultivated with fertilisers and
pesticides.
History of The Vision Foods, Organic Basmati Cultivation.
"Organic farming is the form of agriculture that relies on crop rotation, green
manure, compost, biological pest control, and mechanical cultivation to
maintain soil productivity and control pests, excluding or strictly limiting the
use of synthetic fertilizers and synthetic pesticides, plant growth regulators,
livestock feed additives, and genetically modified organisms".
The Green Revolution Technologies involving greater use of synthetic
agrochemicals such as fertilizers and pesticides with adoption of nutrient
responsive, high yielding varieties of crops boosted the productivity in most
of the crops.
The Vision Foods, has started the cultivation of Super Basmati Rice in 2005
on five acres of land in Gujranwala district of Pakistan.
Organic Cultivation of Basmati Rice
Since 2005-06, The Vision Foods has started the organic cultivation of Super
Basmati Rice in 2005 on five acres of land in Gujranwala district of Pakistan
adopting and following "Principles of Organic Agriculture" established by the
International Federation of Organic Agriculture Movements (IFOAM) in
September, 2005. First yeild was re-cultivated on 10 acres during 2006 -
2007 and in 2007 - 08 area under cultivation was increased to 25 acres and
today growing organic basmati rice in THE VISION FARMS located in
Gujranwala and Narowal (Kalar Tract) on 50 acres, with yield of about 20
tons, and the company is aimed to grow enough quantities in near future to
export to the US and EU and to introduce it into the local market.
Organic production systems are based on specific standards precisely
formulated for food production and aim at achieving agro-eco system which
are socially acceptable and ecologically sustainable. Organic farming uses
ecological principles as the basis of crop management and animal
husbandry.
Codex Alimentaris Commission - a joint body of FAO / WHO defines Organic
Agriculture as Holistic Food Production Management System which promotes
and enhances health of agro-eco systems including bio-diversity and soil
biological activity and emphasizes on use of management practices in
preference to use of off-farm synthetic inputs. Organic agriculture is
knowledge based rather than input based and aims at optimization rather
than maximization.
Company is seeking assistance this year from the members of The
International Federation of Organic Agriculture Movements (IFOAM), which is
the worldwide umbrella organization for the organic agriculture movement,
uniting more than 750 member organizations in 108 countries, the Organic
Crop Improvement Association (OCIA) and Ecocert.
The Vision Foods is ready to harvest the crop in December which shall be available on
the shelves by Mid of April 2010 after reasonable aging and processing. Estimated
quantity available shall be around 20 tons from 50 acres of cultivated area.
Currently we are working on the design and marketing campaign for this product which
is being launched in first quarter of 2010.
