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The
nation's number one dry rice brand, Tilda, is introducing new
packaging for its Pure Basmati range in September. All packs now tell
the legendary Tilda Basmati story, from seed to plate, unifying the
Tilda dry range with the 2-minute Tilda Steamed range. The new packs
feature a unique illustration style depicting the journey of Tilda
Pure Basmati, from the foothills of the Himalayas to the versatile
delicious dishes you can create at home.
Anna
Beheshti, Tilda Brand Manager, says: "Tilda selects this
unique, fragrant and delicate Basmati grain from over 10,000
independent farmers whom we know by name. Using methods handed down
through generations, they hand-tend their crops in the Himalayan
foothills, the only place on Earth where Pure Basmati can be grown.
We believe Basmati is the finest rice in the World. That's why we are
so committed to guarding the quality and heritage of this legendary
grain. In fact we are obsessive about it!"
For
over 30 years Tilda, a family business, has been closely involved in
supporting the Basmati farming communities. Anna continues: "We
provide a comprehensive advice service for the thousands of farmers
who grow this precious grain. At our own experimental farm in the
heart of the Basmati growing region, we research different planting,
growing and harvesting techniques and share what we learn with the
farmers, so that they are always at the forefront of developments in
Basmati farming. At the start of the Basmati growing season we offer
the farmers certified Pure Basmati seed at no profit, without any
obligation for them to sell their harvested crop back to us at the
local agricultural market, known as the Mandi."
Every
batch of Tilda Pure Basmati has been purity-tested to guarantee only
Traditional Basmati, to symbolize this unique guarantee Tilda is
introducing a new 'Grains of Truth' mark on its new packs. Tilda
operates the world's only dedicated rice DNA testing facility to
ensure genetic integrity of its Pure Basmati.
In
a recent independent survey comparing Traditional Basmati to Evolved
Basmati varieties, the Good Housekeeping Institute found that
Traditional Basmati was consumers' most preferred type of Basmati rice.
Anna
Beheshti continues: "We never blend with inferior grains,
which lack the unique characteristics of Pure Basmati: a magical
aroma and tantalising taste. Every Pure Basmati grain goes through a
meticulous cleaning and milling process, with broken and discoloured
grains removed immediately. Many consumers are not very confident to
cook rice, but it is important to understand that it is the rice
itself which makes the difference. Broken grains for example release
starch during cooking, which makes rice stodgy. Tilda Pure Basmati
does not contain broken grains, so will always remain separate and fluffy."
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