Vision, Mission and Values



To be the world’s leading producer of hybrid rice seeds and premium quality rice through extensive research in modern farming technology and state-of-the-art grain processing facilities.



  • To continuously innovate and develop hybrid rice seeds that can change one’s life and lead to prosperity.
  • Feed the world and conquer hunger.



Our way of life is guided by the following values:

  • Passion to lead – We believe that market leadership can only be achieved with passion in the things we do.
  • Innovation – We strive on a never ending quest for excellence.
  • Integrity – We ensure fairness in all our dealings with our stakeholders.
  • Teamwork –Together, we make impossible things possible
  • Respect – We value each person’s uniqueness and work with mutual trust.
  • Optimism – We adhere to the credence that taking no risk is the greatest risk of all


Three Strategic Pillars

Our strategies are built upon the following pillars:

1. Operational Excellence

To efficiently and effectively produce products and services at the right time, at the right quality, at the right quantity and at the right place with the least possible cost.

2. Customer Intimacy

To develop, maintain good relationship and strong bond with the customer.

To determine customer needs and provide quality products and services to assure customer satisfaction and loyalty.

3. Product Leadership

To be a prime mover that leads the industry and provides quality and innovative products with that customer needs.



The essence of our character is embodied in the following virtues:

  1. Loyalty
  2. Obedience
  3. Patience
  4. Generosity