Sustainable EU Rice – Don’t think twice

ended

The Sustainable EU Rice – Don’t think twice action aims to promote the European Japonica rice, highlighting the environmental sustainability of EU rice production in four of the biggest rice consumer countries in the EU (Italy, Portugal, France and Germany). Due to its natural and inherent climate and soil conditions, the EU is a japonica rice producer of excellence, with a vast expertise and a superior quality standard. EU Japonica rice consumption and import from third countries has recently increased, opening a window of opportunity in an already matured market with a high purchasing power, that greatly values the EU origin. In Europe, rice production has a very important environmental dimension, with a strong focus on the preservation of the ecosystems. Rice cultivation preservation and its consequent improvement contribute to maintain rural areas, protect from desertification, and has an active role on climate action and environmental sustainability. The defined initiatives are divided into different work packages, with various activities, which were adapted to the product (rice) and the countries (Portugal, France, Italy and Germany) considered in the action and are aimed at the promotion of Japonica rice from a European origin. The promotion strategy is based on the organoleptic characteristics of these rice, and the quality and food safety reference given by the European origin. With ambitious but SMART objectives, a well-defined strategy and accurate indicators for each activity, this action is a window of opportunity for all EU Rice. The Sustainable EU Rice – Don’t think twice action promotes a strategic sector for all rice producing European countries and it aims at raising awareness on European rice, impacting at least 1,2 million people over 3 years, increasing in 2%/year (from 2% to 4%) the EU Japonica rice production and sales in the European market and, increasing in 1%/year the price, at farmers level, the EU Japonica rice in the European market.