Abiarroz launches campaign to enhance the value of Brazilian rice

The Brazilian Rice Industry Association (Abiarroz) launched the "Rice Combines" campaign this Monday (27). The objective is to stimulate the consumption of the cereal, highlight the national quality, and combat misinformation on social media. The initiative includes a dedicated website, partnerships with influencers, and actions aimed at the digital environment. Renato Franzner, president of Abiarroz, states that the campaign aims to reinforce the cultural and emotional connection of the population with rice. "We want to value the grain and the production chain, through educational actions and engagement on social media," he explains. Rice is considered an essential food for the country's food security, present in all regions and at different times in the routine of Brazilians. According to the National Supply Company (Conab), the average annual consumption of the cereal in Brazil reaches 10.5 million tons. In addition to integrating traditional recipes, the product supports ...