State logistics firm Perum Bulog will change the name and packaging\nof its Stabilisation of Food Supply and Prices (SPHP) rice to Beras Kita\nMedium. The product with its new packaging is scheduled to be launched\non 20 October 2026.<\/p>\n
Bulog President Director Ahmad Rizal Ramdhani said the name and\npackaging change was made to strengthen the identity of government rice\nwhile making Bulog\u2019s product more competitive with rice produced by\nprivate companies.<\/p>\n
\u201cThe old SPHP has been changed, with its new packaging being Beras\nKita Medium,\u201d Rizal said in Jakarta on Monday (7\/9\/2026).<\/p>\n
He explained that the name Beras Kita was chosen to follow the\nidentity of several government food products that use the word \u201cKita\u201d,\nsuch as Minyakita and Gula Manis Kita. Beras Kita stands for Keluarga\nIndonesia Sejahtera (Prosperous Indonesian Family).<\/p>\n
Although the name and packaging have changed, the SPHP label will\nstill appear on the packaging. However, the words \u201cStabilisasi Pasokan\ndan Harga Pangan\u201d will be made smaller as a description of the\ngovernment programme.<\/p>\n
\u201cThe aim of this change is, first, to compete with private products,\nbecause with this new packaging it is more eye-catching and better able\nto compete with the private sector,\u201d Rizal said.<\/p>\n
According to him, the change concerns more than just appearance.\nBulog is also committed to improving and maintaining the quality of the\nrice sold to the public.<\/p>\n
\u201cIt is not only the packaging, but the contents have also been\nordered to be improved,\u201d he said.<\/p>\n
Rizal said Beras Kita will eventually have two variants: Beras Kita\nMedium and Beras Kita Premium. However, only Beras Kita Medium will\nreceive government subsidies through the SPHP programme.<\/p>\n
\u201cThe one that receives the subsidy is the medium rice; the premium\nrice has no subsidy,\u201d Rizal said.<\/p>\n
For the premium variant, he affirmed that the government has not yet\nissued guidance on a premium SPHP scheme. Premium rice will only be part\nof the Beras Kita brand and will not receive subsidies like medium\nrice.<\/p>\n
Rizal said the launch of Beras Kita Medium on 20 October will be\ncarried out in stages. Old SPHP packaging still in warehouses or already\nin circulation will continue to be distributed so that it is not\nwasted.<\/p>\n
\u201cAt the launch, the old packaging will still be circulated, and we\nwill adjust gradually \u2014 it would be a shame to throw the packaging\naway,\u201d he said.<\/p>\n
Going forward, Bulog aims to use a simpler brand structure, with\nBeras Kita Medium for subsidised rice and Beras Kita Premium for the\npremium segment. The policy is expected to strengthen the identity of\ngovernment rice while enhancing the competitiveness of Bulog products in\nthe market.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/sphp-rice-renamed-beras-kita-medium-launch-set-for-20-october-2026-1788767601", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }