The government of Brunei has also promoted food self-sufficiency, especially in rice. Brunei renamed its Brunei Darussalam Rice 1 as Laila Rice during the launch of the "Padi Planting Towards Achieving Self-Sufficiency of Rice Production in Brunei Darussalam" ceremony at the Wasan padi fields in April 2009. In August 2009, the Royal Family reaped the first few Laila padi stalks, after years of attempts to boost local rice production, a goal first articulated about half a century ago. In July 2009 Brunei launched its national halal branding scheme, Brunei Halal, with a goal to export to foreign markets.