The theme for this year’s campaign is Rice Up Your Life to inspire consumers to both re-visit old favourites and try new rice-based dishes.
It will also provide consumers with hints and tips on how to get the best results when cooking rice. The campaign will promote the many different types of rice available including basmati, long grain, risotto, pudding and fragrant rice.
Vic Goodes from The Rice Association said: “Rice is one of the most versatile foods there is. We want to encourage more people to cook rice and appreciate all that it has to offer.
“We are calling on retailers, wholesalers and the food service industry to get behind the campaign and help promote rice in all its forms whether this be by sharing relevant news and recipes, promotional initiatives in-store or using the hashtag #RiceUpYourLife across social media.”
The campaign will also tackle some of the myths around rice. A survey from The Rice Association by Populus showed that 45% of those surveyed weren’t sure if rice contained gluten, with 29% saying yes and 26% saying no. Rice in its natural form is gluten-free and doesn’t contain the gluten protein that is found in wheat, barley and rye.