To develop a culture of quality for Basmati Rice in Pakistan was the main driving force behind this venture. Both the partners of the joint venture, were fully aware of the immense potential that Pakistan possessed for production of pure Basmati Rice which needed to be channelized by giving suitable incentives & education to the farmers of Pakistan & inculcating in them a culture of quality. They believed that once that is achieved Pakistan would certainly emerge as the largest producer of finest Basmati Rice in the Indo-Pak Sub-Continent.

With the coming into existence of Reem Rice Mill's 15 Metric Ton per hour highly sophisticated & most modern rice plants in the heart of Basmati Paddy growing areas of the Punjab, the ball has started rolling and development of quality culture for basmati rice in Pakistan is on the move.