Excerpt from The Star Malaysia - 5 Jul 2016

BROWN rice is a natural grain that is free of gluten, sugar and cholesterol. The hull is still intact with the grain, which includes the added nutritional values of the bran and that store plentiful nutrients, such as protein, natural fibre, calcium, potassium, vitamin B complex, plant- based fat and other vitamins and minerals.

Since brown rice has its bran and germ intact, it is considered a wholegrain and therefore, has a higher nutritive value. Brown rice contains three main parts: – Rice bran: Contains high amount of soluble dietary fibre, vitamin B complex, protein, polyunsaturated lipids and minerals such as iron, calcium, magnesium, chromium that make brown rice superior in nutrition compared to polished white rice. It also has phytonutrients, such as inositol and oryzanol that check the cholesterol level in the body.

– Endosperm: Provides energy from its high carbohydrates contents (> 75%) for daily requirement.

– Embryo ( germ): Contains similar vitamins, lipids, minerals and phytonutrients as in the rice bran. In addition, it has zinc that is important for the reproductive system and vitamin E ( tocopherol) that can prevent stroke and heart diseases.

There is a variety of brown rice available in the market. The type and amount of colour pigments ( anthocyanins) in the rice bran determine the colour of the rice.

Similarly, the amount and type of aromatic compounds and fatty acids in different varieties of brown rice determine its unique flavour and aroma. Brown rice has a nutty flavour and a chewy texture when cooked.

Both white and brown rice contain similar amounts of energy, carbohydrates and protein but brown rice contains a higher amount of vitamins and minerals. Its bran not only increases fibre content but also contains a variety of colour pigments that may be beneficial for health.

Given that different types of brown rice contain different amount of nutrients and colour pigments, it is a good idea to include a variety of it in your diet so you can also enjoy different flavours and textures.

Consuming a diet rich in wholegrain, such as brown rice, is beneficial to health and also helps in weight management. Other than brown rice, wholegrain food also includes brown rice beehoon, wholemeal crackers and wholemeal bread.

First of its kind

Serba Wangi Sdn Bhd first launched eco-Brown’s in 2004 – 100% vacuum treated and sealed in various retail packing size ranging from 500g, 1kg and 2kg to 5kg.

Produced entirely from freshly harvested and fully ripened paddy only from granary regions of Malaysia, it is the first brown rice in the country to be certified the inaugural HACCP for Hazard Analysis and Critical Control Point for its entire processing line and quality management in 2008. This certification has further endorsed quality assurance in the growing trend of health conscious consumers.

eco-Brown’s Gold Wholegrain Rice, a combination of brown rice, red rice and black rice, was launched in 2008 to further enhance the nutritional values of brown rice with the complement of red and black rice in a single serving – the first of its kind in Malaysia.

All the three ingredients of eco-Brown’s Gold Wholegrain Rice are completely gluten- free. This product is the perfect replacement to barley and wheat, which contain gluten.

Reader Digest’s Trusted Brand Award and The brandlaureate Signature Award are among the awards won by eco-Brown’s this year. eco-Brown’s is also endorsed by Health Promotion Board of Singapore as one of its Healthier Choice Programme’s partners.

For social obligations, eco-Brown’s was one of the sponsoring partners in Nutrition Month Malaysia 2015 to promote healthy lifestyle organised by Nutrition Society of Malaysia.