June 24, 2025

Join the “I Choose Sustainable Rice” Campaign

Together, we can make sustainable rice the norm, not the exception

Rice feeds over half the world’s population, yet its production significantly impacts our planet and communities. Today, the Sustainable Rice Platform (SRP) is proud to launch the “I Choose Sustainable Rice” campaign, a global initiative designed to unite voices across the entire rice value chain in our shared commitment to sustainability.

Join the movement: “I Choose Sustainable Rice” Campaign launches to transform global rice industry

Rice production faces critical challenges that demand immediate attention. From water scarcity and greenhouse gas emissions to social equity and farmer livelihoods, the rice industry stands at a crossroads. Our new campaign addresses five fundamental ways rice production influences the planet.

Climate impact represents perhaps the most pressing concern. Rice farming contributes to more than one-tenth of human-generated methane emissions, while extensive water usage often strains local supplies. Conventional farming practices can threaten local ecosystems and biodiversity, while smallholder farmers frequently face economic challenges that hinder their ability to adopt sustainable practices. Meanwhile, growing global demand requires sustainable intensification to ensure food security for future generations.

The encouraging news is that sustainable rice cultivation can reduce methane emissions by at least 30% below 2020 levels by 2030 while simultaneously improving farmer livelihoods and protecting our environment.

What is “I Choose Sustainable Rice”?

The “I Choose Sustainable Rice” campaign transcends traditional social media initiatives to become a genuine movement showcasing the diverse community committed to transforming rice production. Since the launch on June 24, 2025, this campaign invites participants from across the rice value chain to share their personal commitment to sustainability.

Farmers choose sustainable practices to protect land and water for future generations. Traders build responsible and resilient supply chains. Retailers offer customers ethical and eco-friendly choices. Brand marketers inspire conscious consumer decisions. Consumers recognize that every meal represents a chance to make a difference. Each perspective contributes uniquely to our collective effort to make sustainable rice the global standard.

The power of SRP-Verified

Central to this campaign is the SRP-Verified label, a credible certification representing the SRP standard in sustainable rice production. SRP-Verified rice meets rigorous environmental, social, and economic criteria developed through extensive stakeholder consultation and scientific research.

When consumers choose SRP-Verified rice, they support climate-smart farming practices that reduce environmental impact. They contribute to fair labor conditions and worker safety while improving farmer livelihoods through better agricultural practices. Their choice promotes biodiversity conservation and ecosystem protection alongside efficient resource use including water and nutrients.

Building a global community for change

This campaign leverages the collective power of SRP’s diverse network of over 100 members, including farmers, retailers, traders, brands, research institutions, and civil society organizations. By increasing individual commitments through coordinated social media outreach, we aim to raise awareness about sustainable rice production importance while engaging consumers with unified global messaging about sustainable choices.

The campaign inspires action by showcasing real advocates and their stories, creating a multiplier effect that significantly expands our reach. This approach positions SRP-Verified as the pioneering label in sustainable rice while building momentum for industry-wide transformation.

Your role in the movement

Change happens when passionate individuals unite around shared purpose. The “I Choose Sustainable Rice” campaign creates exactly this kind of momentum by inviting participation across multiple levels.

Participants can share their personal stories about choosing sustainable rice from their unique perspectives. They can amplify the message using their networks to spread awareness about sustainable rice production. Joining the conversation through #IChooseSustainableRice across social media platforms helps build community, while connecting with SRP creates opportunities to become part of our growing network committed to transformation.

Ready to make your voice heard?

The future of rice depends on choices we make today. Participating in the “I Choose Sustainable Rice” campaign means joining a global movement working to ensure rice farming becomes sustainable, resilient, low-emission, and contributes to the well-being of people and the environment.

Join the campaign today, by filling out this form!

Together, we can transform the global rice industry. Together, we can make sustainable rice the norm. Together, we choose sustainable rice.

The Sustainable Rice Platform (SRP) is a global multi-stakeholder alliance working to promote sustainable best practices across the rice value chain. Through our SRP-Verified certification program and collaborative initiatives, we’re building a world where rice farming supports both people and planet.