Vision, Mission and Values



To be the world’s leading producer of hybrid rice seeds and premium quality rice through modern agricultural technology and state-of-the-art facilities.



  • To develop hybrid rice seeds that can change one’s life and lead to prosperity.
  • To achieve rice sufficiency, 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 that we do. We show enthusiasm and dedication in everything that we do, and we are committed to develop, sell and deliver high quality products and services.
  • Innovation – We strive on a never-ending quest for excellence. We are open to concepts that challenge the conventional views and drive innovation. We believe that in order to stay relevant, we must constantly improve with society and customers’ changing needs.
  • Integrity – We ensure fairness in all our dealings with our stakeholders. We are honest, ethical and transparent in all our business activities. We keep our word, deliver our promises and acknowledge our mistakes.
  • Teamwork –Together, we make impossible things possible. We are committed to achieve common goals based on open and honest communication while showing concern and support for each other both personally and professionally.
  • Respect – We value each person’s uniqueness and work with mutual trust. We treat our team members,customers, partners and suppliers with respect and sensitivity, and we value their contributions.
  • Optimism – We adhere to the credence that taking no risk is the greatest risk of all. We always choose to have a positive outlook and we look to the future with enthusiasm. We continually plan and work for success and we inspire those people around us.


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