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The Rice Association is calling on all food wholesalers, retailers and the food service sector to give their backing to this year’s National Rice Week (7-13th September). The campaign will help drive awareness of all the benefits of rice and encourage consumers to try a new variety and recipe during the campaign. With the call to action ‘Rice Up Your Life’, the integrated campaign will share a host of new and simple yet inspirational recipe ideas featuring long, medium and short-grain rice, as well as tips on how to make the most of this versatile grain and highlight its nutritional benefits. Additionally, the campaign will feature recipe content from Jeremy Pang, a well-known Pan-Asian chef, with a strong following on Instagram. There will also be a downloadable recipe booklet to showcase the different varieties of rice and how they can be used. Jon Calland, chair of The Rice Association and head of sustainability & external affairs at Tilda, said: “With the UK rice industry currently worth an estimated £1–1.15 billion annually, and with 10 mills and six microwavable rice plants in the UK, this is an important sector for the country’s economy. Although rice is not grown in the UK, consumers here can enjoy an extraordinary choice of varieties from around the world. “National Rice Week is a chance to celebrate that diversity and, as it coincides with the beginning of harvest periods in important rice-producing countries including India, Pakistan, the USA, Italy and Spain, to recognise the farmers and communities on whom the sector depends. The UK relies on these countries continuing to produce exportable surpluses, despite the challenges farmers face from changing weather conditions, pressure on agricultural inputs and periods of market volatility. “By using water, energy, fertiliser and other inputs more efficiently, and by working to reduce the greenhouse-gas emissions associated with cultivation, farmers are helping to strengthen the resilience of rice production and build a more sustainable future for the crop. The UK rice industry is committed to supporting that progress and reducing the environmental footprint of the rice we enjoy. “At a time when consumers are increasingly looking for healthy foods that are minimally processed, while also offering value, versatility and convenience, National Rice Week provides the perfect opportunity to get behind this annual campaign and help drive category growth.” For more information on how your business can support National Rice Week get in touch at [email protected]. But in the meantime, here are a few ideas to get you started: How your business can make the most of National Rice Week 2026 - Join us online by sharing content online across websites and social media channels using both #NationalRiceWeek and #RiceUpYourLife. This will support the campaign goal to inspire social media followers to cook with rice, whether that be trying a new type of rice or a new dish - 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 materials - 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 - And finally, please spread the word amongst your team, so that they can all help spread the word about National Rice Week!