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Lim Chong Beng, Jasmine's founder, was 17 when he emigrated from China to be northern state of Kedah, in the than Malaya. Taking on odd jobs, he nurtured his interest in the rice industry, and in the 1950s started his first rice mill. The next generation of the Lim family worked hard to make the business a major competitor in the rice industry.

 
In the early 1980s, the company ventured into rice distribution and set up its new headquarters in Kuala Lumpur. Product promotion through mass advertising was the norm, and the Jasmine brand became the first in the industry to capitalize on TV advertising. With a young, aggressive management team at the helm of the company, Jasmine's national presence began to take shape. It continued developing quality products, establishing a strong network of retailers.

 

From marketing local rice processed by its own mill, Jasmine began to market imported white rice in the late 1980s. In 1991, Jasmine started a new market segment by introducing high grade Thai white rice. In 1995, Jasmine began to bring in the AAA grade fragrant rice variety also from Thailand, which proved to be very popular with the local Chinese who preferred its soft texture and natural fragrant. Jasmine went on to explore other types of specialty rice. Basmathi and sushi rice varieties were subsequently imported for the growing Indian and Japanese population in the country.
   
In 1992, the Malaysian government moved to rationalize the rice industry by corporatising the LPN, the National Rice Padi Board. In 1996, in another initiative to privatize operations, Padiberas National Berhad (Bernas) was formed. Bernas then bought a controlling stake in Jasmine Food Corporation. The company continued to expand its market under Bernas, with new branches set up in strategic market centers.