About Rice & Shine
Direct Rice Importer in Singapore Since 2007
Rice is more than a staple. It is the foundation of every meal, every culture, every family table in Singapore. Yet for decades, the way rice reaches our plates has stayed largely unchanged - built for wholesalers, optimized for volume, and inaccessible to the businesses and households who deserve the same quality, range, and value.
Rice & Shine exists to change that.
We are the consumer-facing brand of Farlee, a Singapore commodity goods trading company founded in 2007. For nearly two decades, Farlee has built deep expertise in importing rice, sugar, and cooking oil at scale - understanding the nuances of grain varieties, harvest cycles, regional sourcing, and the quality variables that separate good rice from great rice.
Rice & Shine brings that wholesale-grade knowledge directly to you.
Our Story
Farlee began with a simple belief: that Singapore deserves a reliable, sustainable supply of quality rice, sourced directly from the regions that grow it best. What started as a commodity trading operation - moving container loads of rice, sugar, and oil for wholesalers and distributors - became something more. Over years of working closely with mills across Thailand, Vietnam, India, and Malaysia, we developed an intimate understanding of how different grains behave: as standalone products and when blended together.
We learned which harvests produce firmer grains for biryani. Which jasmine varieties hold their fragrance longest in a buffet line. Which glutinous rice steams to the perfect texture for kueh. Which black rice carries the most antioxidants without turning mushy. This knowledge - accumulated across nearly two decades and thousands of shipments - became the foundation of Rice & Shine.
We created Rice & Shine because we believe this expertise should not be locked behind wholesale contracts. It should be accessible to the restaurant owner sourcing 25kg bags for their kitchen, the caterer who needs reliable supply for weekend events, the distributor looking for a trusted importer, and the household that wants better rice at honest prices.
Direct Importer, Better Value
Most rice sold in Singapore passes through multiple hands before reaching you. Importers sell to distributors. Distributors sell to wholesalers. Wholesalers sell to retailers. Each layer adds a markup.
Rice & Shine cuts through that. As a direct importer licensed by the Singapore Food Agency (SFA), we source rice straight from mills and producers in Thailand, Vietnam, India, and Malaysia. No unnecessary middlemen. No inflated markups. Just quality rice at honest prices, backed by the scale and infrastructure of a company that has been importing commodities for nearly two decades.
This is not about being the cheapest. It is about giving you better value for every dollar you spend - because we believe that quality rice should not be a luxury, and buying it should not be complicated.
Knowledge in Every Grain
Rice is not a single product. It is a spectrum. Jasmine, japonica, glutinous, colored rice - each behaves differently in cooking, holds texture differently over time, and suits different cuisines. Understanding these differences is what sets us apart.
Our team brings decades of combined experience in commodity goods trading. We know how harvest timing affects grain firmness. We know how storage conditions impact fragrance retention. We know which varieties perform best under the heat of a hawker stall and which hold up in cold buffet displays.
This knowledge also lets us do something most importers do not: create our own blends. By understanding how different grains complement each other - in texture, flavor, and cooking performance - we craft proprietary blends that offer something you will not find anywhere else. These blends are born from genuine expertise, not marketing gimmicks.
Sourced From the Best
We source our rice from four countries, each chosen for specific varieties and growing conditions:
- Thailand - Jasmine and fragrant rice, including Thai Hom Mali and more
- Vietnam - Jasmine and specialty varieties, including award-winning ST25
- India - Basmati and long-grain varieties for South Asian and international cuisines
- Malaysia - Specialty and highland rice varieties
Every shipment that enters our warehouse at MEGA@Woodlands (39 Woodlands Close, #01-47, Singapore 737856) meets Singapore Food Agency (SFA) import requirements and food safety standards. As a licensed rice importer, we are subject to SFA's regulatory oversight - including inspection, testing, and compliance with the Rice Stockpile Scheme that ensures Singapore's food security.
We do not cut corners on quality. Every bag that reaches you has passed the same standards required of all imported rice in Singapore.
One-Stop Rice Destination
Rice & Shine offers an array of brands and products, each selected to cater to different needs - from everyday jasmine for household cooking to premium specialty rice for restaurants and caterers. Whether you need a 5kg bag for your home kitchen or 25kg sacks for your restaurant, we have options that fit.
Beyond rice, we also carry cooking oil and sugar - the essential add-ons that complete your pantry. One order, one delivery, one trusted supplier.
Who We Serve
F&B Businesses and Restaurants
From hawker stalls to caterers to cafe kitchens, we provide the bulk rice, oil, and sugar you need to keep your operations running. Order online, get it delivered to your door, and focus on what you do best: cooking.
Distributors and Wholesalers
Looking for a reliable, SFA-licensed importer with direct sourcing from four countries? We supply at scale, with the consistency and documentation your business demands.
Households and Home Cooks
Want restaurant-quality rice at home? Browse our range, order online, and have it delivered. No minimum order headaches, no wholesale account requirements.
Modern Rice Buying
We believe that buying rice should be as simple as ordering anything else online. That is why we have built Rice & Shine as a digital-first store:
- Order online - Browse our full range, compare varieties, and check out in minutes
- Doorstep delivery - Free delivery on orders above $110 across Singapore
- Loyalty rewards - Earn points on every purchase and redeem them for discounts
- Multiple channels - Shop on our website, Shopee, Lazada, or Redmart - wherever is most convenient for you
No phone calls. No waiting for quotes. No minimum order quantities that lock you out. Just quality rice, delivered.
Our Promise
Singapore imports nearly all of its rice. That makes the importer you choose more than just a supplier - they are part of the food security chain that feeds the nation.
Rice & Shine takes that responsibility seriously. As part of Farlee, with nearly two decades of commodity trading experience and SFA licensing, we are committed to:
- Reliable supply - Consistent access to quality rice, sugar, and oil, year-round
- Honest pricing - Direct importer value, without middleman markups
- Quality you can trust - Every shipment meets SFA food safety standards
- Convenience that respects your time - Order online, delivered to your door
This is what we have done for wholesalers and distributors for nearly 20 years. Now we are bringing it to you.
Ready to order? Browse our rice collection today!