Returning for its fifth year on 12 September, National Rice Week is a multichannel consumer campaign which ‘sets out to raise the profile of the UK rice sector’.

Inviting the nation to ‘rice up your life’, The Rice Association hopes National Rice Week will highlight all the benefits and varieties of this versatile grain, including its convenience as a multi-use cooking ingredient, and its proven nutritional content and health benefits.

Content will range from myth-busting facts and nutritional information to recipes for both in and out of home, all communicated via social channels, influencer activity,

Retailers can take part by featuring the National Rice Week logo – provided on The Rice Association website – on in-store marketing and promotional offers; by holding tastings and demos; and by sharing recipes across social platforms using the hashtags #NationalRiceWeek and #RiceUpYourLife.

The rice sector is currently worth over £900 million annually to the British economy

Jon Calland, chair of The Rice Association, says: “National Rice Week presents a great opportunity for the food industry engage with our customers, celebrate rice, and ultimately increase consumption. As people get more adventurous with their cooking, rice meets their needs and UK consumers today enjoy the widest selection of rice varieties from across the world. The rice sector is currently worth over £900 million annually to the British economy, with 88% of UK households buying rice each year. There are 11 rice mills in the UK, each catering to different segments of the market, all of whom stepped up supply during the pandemic to meet record demand. We’re now calling on the whole food industry, from brands, and retailers, to wholesalers and foodservice to get involved and celebrate National Rice Week this September.”

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