"Arroz Combina" wants to reconnect Brazilians to rice consumption

The Brazilian Rice Industry Association (Abiarroz) launched the "Rice Combina" campaign last Monday (27), focusing on increasing the consumption of the cereal in Brazil and reinforcing its nutritional, economic, and cultural importance. The initiative also works to combat misinformation on social media, especially against rumors that the food would cause obesity. With a planned duration of one year, the campaign will have a strong digital presence, including the launch of an exclusive website and partnerships with influencers. The proposal is to connect rice to different audiences, especially the younger ones, promoting the grain as the basis of a balanced, accessible, and culturally relevant diet. According to Abiarroz, rice is one of the pillars of Brazilian food security. In addition to being a constant presence in typical national recipes, the cereal provides sustenance to thousands of producers. Brazil is the largest producer of rice outside Asia, and Rio Grande do Sul ...