Mahatma Rice is double- polished, which ensures that the grains do not stick together, as happens with most other types of long-grained rice. Each grain of rice is perfect. There are no broken pieces.
Although Mahatma Rice has come particularly to the fore in relatively recent decades, its history in Zimbabwe goes back to the 1960s, when it was launched by Palte Harris, one of the two companies from which National Foods was formed.
Palte Harris merged with the Rhodesian Milling and Manufacturing Company in 1975 to form National Foods.
At this time the two main brands of high-quality rice sold by National Foods were Gloria Rice and Mahatma Rice. Gloria Rice was later discontinued, leaving Mahatma Rice as the predominant brand of high-quality long-grained rice.
Long-grained rice is the most popular type of rice in Zimbabwe, in contrast to the short-grained variety that is preferred in some other countries.Mahatma Rice is one of several brands of rice packaged and sold by National Foods. The others are Red Seal Rice, which is also a Thai rice, Mama Africa Rice, Red Seal Malawi Rice and Better Buy Rice, a value for money brand.
It is Mahatma Rice, though, which is its premier brand of rice. Recently the Mahatma Rice packaging was changed, giving it an even more attractive appearance than before. The new packaging is polyester, which is a more durable form of packaging than plastic.
Mahatma Rice is a popular rice in restaurants and hotels, as well as in many homes throughout the country.
It took second place in the Fast Moving Consumer Goods category at the Marketers’ Association of Zimbabwe 2011 Superbrand Awards ceremony.Gloria, which is another well-known National Foods brand and the market leader in the flour sector, took first place.
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Mahatma Rice is imported in bulk from Thailand through Mozambique. It is packaged at the new National Foods packaging plant in Mutare. — By a Correspondency
