Sustainable EU Rice – Don’t think twice

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 an excellent producer of japonica rice, with a vast expertise and high quality standards.The EU Japonica rice consumption and import from third countries has recently increased, opening an ‘opportunity window’ in the already mature market with high purchasing power and which 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 the rural areas, protect them from desertification. It has an active role in the 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 target countries (Portugal, France, Italy and Germany) and are focused on the promotion of Japonica rice produced in Europe. The promotion strategy is based on the organoleptic characteristics of this rice and on the quality and food safety references 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 on behalf of all rice producing European countries. It aims at raising awareness on the European rice, impacting at least 1,2 million people over 3 years, increasing with 2% per year (from 2% to 4%) the EU Japonica rice production and sales in the European market and, increasing with 1% per year the price, at farmers level, of the EU Japonica rice in the European market.