Greek rice producers are optimistic about the upcoming season, driven by high yields and quality, and a favorable international environment that includes reduced competition from Italy and a ban on exports from India. However, they face soaring production costs, which are leading to concerns about product pricing. The industry is also struggling with the importation of rice from countries with lower tariffs and less stringent pesticide standards, and the issue of rice being labeled as Greek when it is not. The EU Rice program, presented during the Thessaloniki Agricultural Partnership's presentation, aims to address these challenges and help Greek rice regain its position in the Middle East and European markets.