As with so many great American stories, a visionary entrepreneur came to America and yearned for something from his homeland. For the visionary Vinod Sachdeva, it was in fact a staple of his diet growing up in India that he simply couldn’t find in the US and was determined to find or create. So in 1974, he launched Sachdeva & Sons in Amritsar, India.
“Started as a humble trading company, my father’s vision led him to establish the iconic PARI RICE and become the world’s first branded basmati rice to be exported from India in 1980,” noted Vaneet Sachdeva, Pari Foods Partner. “Later he went on to establish ROYAL Basmati in the American market, a brand you still see flourishing in this market. Once my brother and I joined him in the business, together, we started REGAL HARVEST, which has gone on to become one of the most recognized Indian basmati rice brands in North America.”
From its launch in the 70’s, the Pari Foods brands have always been admired by the Indian community for high quality and taste. “There was a constant demand from the ethnic food service sector for our products,” Sachdeva continued. “We have been supplying the ethnic foodservice sector for over three decades and in the last few years there had been increasing demand from the mainstream segment for our products as well. Our products are now being used in restaurants across the US from LA to NY.” The Pari Foods line is now available through Restaurant Depot, The Chef’s Warehouse, and Birite Foodservice.
The Sachdeva’s commitment to the quality of the Regal Harvest Basmati Rice Range of products continue to keep the brand ahead of the competition. “In the 4 decades that we have supplied products in this market, we have never ever compromised on quality, and our customers keep coming back, which is why some of our oldest brands are still in demand,” Sachdeva continued. “My brother and I are carrying forward our father’s vision of never compromising on quality and have never lost a customer due to quality issues, something a lot of competing brands have to deal with regularly. We offer chef’s and restaurant owners a better quality product at competitive prices which has made us as a preferred business partners in the market.”
In 2020, Pari Foods will be showcasing its full portfolio of authentic Indian solutions at May’s National Restaurant Association show in Chicago. “We look forward to visiting and meeting our existing and prospective customers at the NRA,” the New Jersey based executive added. Those offerings will be highlighted by “World’s Longest basmati” rice that is aged for 2 years which gives the grain a “cooked to perfection” quality and provide the aroma that every chef craves for. The Pari Foods line also includes brown rice, Parboiled also called Sela rice, Organic basmati and Organic brown rice that is produced with earth-friendly practices.
The Sachdeva’s are also set to expand the line in 2020. “We will soon be launching Parboiled Basmati rice that will compete with the product offerings of Uncle Ben’s, Par Excellence and Riceland, Sachdeva explained. To add to our already impressive portfolio, we also offer a full range of Smoked Basmati and are the first company in the world to do so and in this regard, we continue with our brand vision of being the pioneer in our field.
One of the keys to Pari Foods’ success has been its on-going commitment to menu development for its chefs and restaurant/foodservice customer base as well as the distributors that support them.
“We partner with our in-house chef to test every batch of rice. We also have a strict QC process to ensure that the rice produced passes every international food guidelines and deliver consistent cooking experience for our customers,” Sachdeva outlined.
“With our long standing experience in rice, we visit our foodservice accounts regularly and guide them through the cooking process and help them develop recipes. Each dish requires a different type of cooking and some require different grains to ensure that the end product is up to standard,” Sachdeva concluded. “To help with this we provide multiple samples for trial and help chefs by guiding them as to the best way to get the perfectly cooked rice every single time.”
For chefs and food service professionals that would like additional recipe ideas and/or more info on the Pari Foods line, please contact the company’s North American Sales and Business Development Head, Vaneet Sachdeva. He can be reached at sales@parifoods.com or via cell at 732 910 4551. Interested distributors and/or operators in the West Coast and Canada can get in touch with us at ankesh.dhingra@parifoods.com or at 778 512 0957.
