Information provision and promotion measures aiming at increasing the awareness of Union sustainable rice

The "EUsustainablerice" project aims to raise awareness about sustainable EU rice cultivation among consumers in Poland, Hungary, and France. Coordinated by the First Agricultural Cooperative of Rice Producers of Chalastra in Greece, the campaign highlights the environmental, social, and economic benefits of EU-grown rice. It focuses on biodiversity conservation, reduced chemical use, and water efficiency, especially in Natura 2000 areas like the Axios Delta.

With rice fields serving as vital wetlands, the campaign emphasizes their role in preserving ecosystems and supporting local communities. Activities include social media campaigns, trade fairs, B2B events, videos, and study trips. The main goals are to inform 300.000 consumers in each target country and achieve a return on investment above 1,5.

The project complements previous campaigns and contributes to EU priorities like the Green Deal and CAP. Its expected impact includes increased EU rice consumption, stronger brand positioning, and greater awareness of sustainable agriculture. Ultimately, it fosters environmentally conscious consumer habits and supports EU producers in gaining a competitive edge.