Chris Packham backs UK launch of planet-positive rice brand
Wildlife television presenter Chris Packham has given planet-positive brand IBIS Rice his seal of approval as the premium organic range hits UK stores, introducing the public to everyday staples with conservation at their heart.
The official brand ambassador for the IBIS Rice conservation project, Packham’s interest in its organic, nature-friendly rice range is rooted in the company’s deep commitment to the protection of endangered species such as the giant ibis, native to northern Cambodia and the country’s national bird.
“As a naturalist, I am passionate about wildlife conservation and I am very proud to support IBIS Rice which is actively protecting forests and allowing farmers and endangered wildlife to thrive,” he comments. “[It is] grown with the utmost care for threatened species using wildlife-friendly farming techniques while empowering local farming communities. I also love their sustainable rice pack packaging, made from 100% paper.”
With an estimated 200 giant ibis left in the wild, the species is classed as Critically Endangered by the Wildlife Conservation Society. The majority of those remaining 200 birds inhabit a small, uniquely diverse ecosystem in the north and north-east region of Cambodia, nesting close to IBIS Rice farms; thus, their survival is reliant on farmers’ ability to protect them.
“IBIS Rice … is actively protecting forests and allowing farmers and endangered wildlife to thrive”
Chris Packham, TV presenter and conservationist
The project works with Cambodian farmers to safeguard over 500,000 hectares of forest from destruction. The farmers ‘sign up to a programme of organic agriculture, zero deforestation and zero poaching’, and in return IBIS Rice pays a 70% premium for their crops, adding much-needed revenue to rural communities and incentivizing them to nurture local biodiversity.
“Farmers are vital for future biodiversity,” says IBIS Rice CEO Nick Spencer, who explains that the brand values conservation as much as it does quality when producing its paddy-to-plate range, and that one of its key principles is ‘removing traders from the value chain, bringing consumers closer to farmers’ and eliminating unnecessary steps in the supply chain.
Also important to its unique offer, notes Spencer, is making the range as accessible as possible, maintaining price parity with market-leading rice brands, to demonstrate to shoppers that buying into eco solutions, saving endangered species and supporting farmers can be affordable.
“I am proud to be taking a stand for wildlife and the natural resources of our ancestors, so that we can protect them for future generations”
Chhorn Chim, organic farmer, Prey Veng Village, Cambodia
One of 2,000 farmers currently engaging with the IBIS Rice project, Chhorn Chim, a farmer from Prey Veng Village, says: “I am proud to be taking a stand for wildlife and the natural resources of our ancestors, so that we can protect them for future generations.”
The fully organic range available for UK retail uses a variety of long grain jasmine known as phka rumdoul, voted the ‘best rice in the world’ five times at the World Rice Forum. SKUs include Brown Long Grain Rice; White Long Grain Rice; Semi-Milled Long Grain Rice; Wholegrain Rice Pops (Original and Sweetened); and Wholegrain Rice Cakes (Original, Kep Sea Salt and Kep Sea Salt & Kampot Pepper), which Packham notes is a personal favourite for lunchtimes. “It’s subtly flavoured and tastes great.”
Upcoming marketing activity includes a collaboration with east London-based chef and Cambodian barbecue specialist Kaneda Pen, known on Instagram as @mamapeldn.
By Rosie Greenaway, editor