White rice, the staple for many Venezuelans, can now only be sold at a price of 2.15 bolivares (.07p) per kilo. Private companies insist that production of that kilo costs 4.41 bolivares (.14p) and that government regulations are impossible to fulfil and companies will quickly go broke. Companies that are dedicated to rice production must ensure that 80 per cent of their efforts are dedicated to white rice. The new regulations set production percentages, as companies were rebranding their products to avoid the government controls, like flavouring the rice, as the price restrictions apply only to white rice.