Bulog launches new SPHP packaging under the Beras Kita Medium identity
Yogyakarta (ANTARA) – State-owned logistics company Bulog has introduced new packaging for its Medium Rice Supply and Price Stabilisation (SPHP) programme, launching it under the “Beras Kita Medium” identity at Potorono Village Hall in Bantul regency, Special Region of Yogyakarta (DIY).
Bulog president director Ahmad Rizal Ramdhani said at the launch in Yogyakarta on Tuesday that the new Beras Kita Medium packaging was part of efforts to strengthen the identity of SPHP rice and support the Government’s policy direction towards national food self-sufficiency.
“Beras Kita Medium is not merely a change of name and packaging; it brings a renewed spirit of providing quality rice at affordable prices for the public,” Ahmad Rizal said.
The new Beras Kita Medium package, weighing five kilograms, has been designed around the values of patriotism, food security and national rice self-sufficiency.
Built around the philosophy of “Prosperous Indonesian Families”, the packaging emphasises that food security begins with meeting the needs of every family, while rice self-sufficiency is an important foundation for national independence.
Beras Kita Medium is also expected to strengthen the identity of SPHP rice as a quality, affordable government food product, while serving as a tribute to the hard work of Indonesian farmers in supporting national food availability.
“Through the philosophy of Prosperous Indonesian Families, we want Beras Kita to symbolise Bulog’s closeness to Indonesian families, as well as express our appreciation for the efforts of farmers, who are the foundation of the nation’s food strength,” Rizal said.
The launch of the new SPHP packaging, coinciding with the second anniversary of the Prabowo–Gibran administration, reinforces Bulog’s commitment to carrying out its government mandate, from purchasing farmers’ harvests and managing government rice reserves to distributing SPHP rice to the public.
“With the new look of Beras Kita Medium, we want to ensure that SPHP rice becomes better known to the public and forms part of the Government’s efforts to provide quality, affordable food whose benefits can be enjoyed by all Indonesian families,” Rizal said.
Meanwhile, Siti Hediati Soeharto, chair of the House of Representatives’ Commission IV, expressed appreciation for the Government’s commitment to strengthening food security during the two years of President Prabowo Subianto and Vice-President Gibran Rakabuming Raka’s administration.
“I appreciate Bulog’s continued innovation, including the launch of new SPHP rice packaging under the Beras Kita Medium identity. This is a positive step towards making the Government’s rice product better known, trusted and closer to the public,” she said.
She said the new SPHP rice packaging was not only a refreshed product identity, but also conveyed an important message about valuing domestic agricultural produce and prioritising the public’s needs.
Titiek said she hoped Beras Kita Medium would further strengthen public confidence in SPHP rice.
“This packaging, which showcases Indonesia’s natural wealth and the fighting spirit of its farmers, is a reminder that we must continue to build food self-sufficiency together. Most importantly, the public must have access to quality rice at affordable prices, while farmers continue to receive support,” she said.