August 26, 2025

“I Choose Sustainable Rice” Campaign Surpasses Expectations, Ignites Global Support for Sustainable Rice

The Sustainable Rice Platform (SRP) today announced the resounding success of its global campaign, “I Choose Sustainable Rice,” which has exceeded all performance targets and demonstrated the power of collective action to transform the future of rice.

Photo credit: SRP’s 2nd Global Photo Contest 2024

The meeting provided a valuable opportunity to align on strategies that will connect farmers, millers, and exporters through the adoption of SRP standards and tools. By working together, SRP and TREA aim to scale farmer training, enhance verification systems, and expand access to sustainable rice across both domestic and international markets.

Launched as an open call to inspire individuals, companies, and stakeholders across the rice sector, the campaign has already attracted more than 70 participants—well above the initial target of 40—representing farmers, exporters, retailers, and international brands. Together, participants have helped generate a groundswell of engagement that is amplifying the message of sustainability in rice production and consumption worldwide.

Outstanding Results:

The campaign has so far delivered:

• 70+ participants (175% of target)
• 150+ new contacts engaged in SRP’s network
• 3,500+ likes and interactions across posts
• 70,000+ total views, nearly double the 40,000 target
• Viral success stories, with top posts achieving over 250 likes and 19 comments

These results underline the growing recognition of sustainable rice as not just an agricultural issue, but a vital step in building climate resilience, supporting farmer livelihoods, and securing sustainable food systems.

Building a Movement
“The ‘I Choose Sustainable Rice’ campaign shows that when diverse voices unite behind one simple message, real change is possible,” said Jens Soth, Executive Director of SRP
“This is more than just a campaign; it is a movement that connects farmers, businesses, and consumers around a shared vision of sustainability. We are proud to see the rice sector leading by example.”

Together, we can transform rice into a force for good. Now is the time to take action.

👉 Learn more about how to get involved with SRP at www.sustainablerice.org.