Bulog proposes rebranding SPHP rice to 'Beras Kita' to strengthen identity

State logistics agency Perum Bulog has proposed rebranding its Stabilisation of Food Supply and Price (SPHP) rice to ‘Beras Kita’ in a bid to make it more easily recognisable to the public and to strengthen the identity of government food products. Bulog President Director Ahmad Rizal Ramdhani stated that the concept for two new products, Beras Kita Premium and Beras Kita Medium, has been presented to the Minister of Agriculture and Head of the National Food Agency, Andi Amran Sulaiman. “We have reported to the Minister of Agriculture the plan for Bulog’s new products, namely Beras Kita Premium and Beras Kita Medium,” Rizal said after attending a coordination meeting on the development of the Modern-Advanced Agriculture System held by the Ministry of Agriculture in Jakarta on Thursday. Rizal explained that the name Beras Kita was inspired by other government products such as Minyakita and Gula Manis Kita, which are considered easier for the public to understand. He expressed hope that aligning the identity of various government food products would strengthen public trust and make it easier for consumers to recognise products marketed through various distribution channels. Bulog is targeting the production of approximately 2 million tonnes of Beras Kita to meet commercial market demand, pending government approval through a limited coordination meeting at the Coordinating Ministry for Food. The SPHP label will still be printed on the packaging in a smaller size, while Beras Kita will serve as the main identity displayed on the front of the product. He hopes the identity change will bring government rice products closer to the public without altering their primary function as an instrument for maintaining supply and price stability. However, the pricing of the product is still awaiting a government decision through the limited coordination meeting. Bulog will market Beras Kita in 5-kilogramme packages but remains open to introducing other sizes according to consumer needs and market preferences. Rizal noted that flexibility in packaging size is necessary to reach a broader segment of society and to keep pace with developments in national market demand. The Beras Kita Premium variant will utilise Government Rice Reserves with 14 percent moisture content and 15 percent broken grains, which will be further processed through sorting and polishing to meet premium quality standards. Meanwhile, Bulog’s absorbed rice will remain medium-grade before undergoing quality improvement to produce the premium standard set by the government. Bulog has confirmed that SPHP rice currently in circulation will continue to be sold as usual, as the product quality remains unchanged during the transition to the new identity. The rebranding only covers packaging and brand identity, while the rice quality is maintained according to government standards to ensure the public continues to benefit optimally. Bulog hopes the government approval process can be completed promptly so that production and distribution of Beras Kita can commence as soon as possible to strengthen the national rice supply in the market.