National Rice Week returns in September 

The Rice Association has announced that National Rice Week will return for a seventh year from 9 – 15 September 2024. The annual celebration will continue to build on the Rice Up Your Life theme to highlight to consumers the many benefits of all rice – from its versatility and convenience, to its health properties.

The content-led campaign will feature inspiration from foodie influencers and Rice Association members. It will challenge consumers to try at least one new type of rice during the week or one new rice dish - whether that’s at home or eating out. National Rice Week will also help educate consumers to make the most of different varieties of short, medium and long grain rice, providing tips to show how easy all rice is to cook , while debunking some of the myths around this nutritious grain.

The Rice Association is calling on all food wholesalers, retailers and the food service sector, to make National Rice Week part of their plans for 2024, and help drive the consumption of rice.

“Rice has so much to offer to today’s consumers, who are looking for foods and ingredients that offer great value," said Jon Calland, Chair of The Rice Association. "Our curiosity to discover new food has made the U.K. rice market one of the world's most dynamic places and today UK consumers enjoy the widest selection of rice varieties from across the world. But they don’t always know how to get the best out of them. It’s to the benefit of the whole industry therefore to come together and showcase all the many reasons to choose rice.”

For more information on how your business can support National Rice Week get in touch at info@riceassociation.org.uk but in the meantime here are a few ideas to get you started:

How your business can make the most of National Rice Week

• Feature National Rice Week in your promotional campaigns and marketing activity – use the logo (available from The Rice Association) to highlight the campaign on packaging, in-store and on in-house material
• Use National Rice Week to launch new products
• Hold in-store tastings, promotions or competitions
• Work with customers and suppliers to create events and promotions around National Rice Week
• Share content online across websites and social media channels using #NationalRiceWeek and #RiceUpYourLife and inspire social media followers to cook with rice, whether that be innovative new recipes or old favourites
• Ensure that your whole business knows about National Rice Week – from the sales and marketing teams, through to those working in-store.

For more information on National Rice Week, recipes and images, please contact the National Rice Week press office on 0118 9475 956 or email riceweek@ceres-pr.co.uk