Jasmine Food Corporation Sdn Bhd was founded as a humble rice mill in the northern state of Kedah - Malaysia's "Rice Bowl". After close to four decades, the Jasmine brand has evolved and developed. Over the years Jasmine has built a range of rice products under its wings. These include a wide variety of rice from Malaysian soil, as well as those from other countries. These rice varieties include local rice, fragrant rice, white rice, brown rice, basmathi rice, Japonica rice, health rice, glutinous rice and quick-cooking rice. It also markets beehoon under the Jasmine brand. Today, Jasmine is widely perceived to be the leading brand in the nation's rice industry.

Jasmine is committed to providing its customers with consistent quality, which has come to be synonymous with its brand. Jasmine products will undergo stringent quality control and process by state-of-the-art equipments and technology before being marketed. To ensure that its products were not tampered with before it reached the marketplace, Jasmine products are sealed with security features. With its consistent emphasis on high quality standards, Jasmine obtains the much-coveted ISO90001:2000 Quality Management Certification in 2002. Jasmine has also been recognized three years in a row (2002, 2003/4, and 2005) as a brand of distinction and quality by the Superbrands Council of Malaysia. Subsequently in year 2004, Jasmine was also awarded Reader's Digest 'Super Brand Gold Award', voted by consumers.

Freshness and quality are two key values that the Jasmine brand brings to mind. Jasmine is proud to stand by its corporate tagline "Freshness you can taste" because it has been able to meet customers' expectation of quality.

Today, as one of Malaysia's largest rice marketers commanding a respectable market share, Jasmine products are available throughout Malaysia. Together with its 7 branches and 70 over sales personnel, it serves over 7500 retail outlets, in addition to being represented in all major supermarkets and hypermarket chains nationwide. Its excellent service to the hypermarket sector was further acknowledge when it was awarded "Overall Best Supplier" and "Best Supplier in the Rice Category" for the year 2001, by Giant Hypermarket, Malaysia's successful home-grown retail chain.

Jasmine believes that appropriate promotional activities have helped to build brand awareness.
Through a targeted array of mediums, Jasmine's advertising and promotion programmes continue to support its nationwide distribution network, winning over customers through its focused messages.

Building on these core values and through consistent strategies, Jasmine will continue to work towards maintaining the Jasmine brand as the leading name for rice in Malaysia.