The article highlights the celebration of rice at the Salone degli Affreschi in Vercelli, a city renowned for its significant rice cultivation, as part of the Agronetwork tour 'L’oro in bocca'. Italy, a major European rice producer, stands as the leading exporter, with a substantial portion of its rice grown in Piedmont and Lombardy. Despite challenges such as increasing imports, price volatility, and environmental concerns, the sector remains innovative and sustainable, with a focus on health benefits and the need for supply chain planning. Agricultural companies like those of Confagricoltura Vercelli and Biella are pioneers in adopting advanced practices to ensure quality, sustainability, and profitability while protecting the environment and biodiversity.