European Rice campaign brings Mediterranean flavours to the world

The European Union has launched the “European Rice” campaign, an EU-funded initiative designed to promote the diverse benefits, sustainability, and culinary versatility of European rice, particularly Japonica rice.

The short and medium-grain variety constitutes approximately 75% of EU rice production and serves as a staple in Mediterranean cuisine.

The campaign aims to increase the global market presence and consumer awareness of European rice, while aligning with the EU’s broader goals of enhancing the competitiveness of its agri-food products worldwide.

The “European Rice” campaign reflects the EU’s commitment to sustainable agriculture, premium quality, and cultural heritage, positioning European rice as a high-standard ingredient. It highlights the advantages and culinary versatility of Japonica rice, cultivated in Europe, and its significance in traditional Mediterranean cuisine.

One of the campaign’s highlights is the classic Dolma recipe, showcasing the rich flavours and versatility of Japonica rice. Dolma, featuring tender grape leaves filled with savoury rice and lamb, captures the essence of Mediterranean cuisine and its nutritional benefits.

As part of the campaign, the “European Rice” initiative offers a classic Dolma recipe that celebrates the quality of Japonica rice cultivated in Europe. This dish invites consumers to savour the flavours of the Mediterranean, crafted with fresh herbs, tender lamb, and authentic European rice.

Funded by the European Union, the “European Rice” campaign aims to promote the benefits, sustainability, and quality of European rice in international markets.

By highlighting the high standards and cultural heritage associated with European rice production, the initiative seeks to foster a global appreciation for the versatility and authenticity of European agricultural products.

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