The challenge is to use our product raise awareness of the current fair trade rice issue in Asia with their rice. There, rice farmers are the victims of an unfair trading system that does not reward the reaping and commercialization of rice. 

 

Riceland’s strategy is to target a more affluent demographic that can afford high quality and healthy food that can help farmers find their way out of debt. We can achieve this by teaching farmers how to build rice farming structures out of the reusable materials from which our rice bags are made: in doing so, Asian rice will become fair trade and there fore more accessible to Canada’s markets.