The Global Rice Challenge: A Staple Crop at a Crossroads
Rice is more than just a grain; it is the caloric bedrock for more than half of the world’s population. From the terraced paddies of Asia to the fertile deltas of the Americas, its cultivation is a source of livelihood for an estimated 200 million households, primarily smallholder farmers. Yet, this unassuming staple, a symbol of sustenance and culture, harbors a profound environmental paradox. Traditional rice farming is one of the most resource-intensive agricultural practices on the planet, posing significant challenges to climate stability, water security, and ecosystem health.
The conventional method of growing rice involves flooding paddy fields with water for the majority of the growing season. This technique, while effective at controlling weeds and pests, creates an anaerobic (oxygen-free) environment in the soil. This submerged soil becomes a breeding ground for methanogenic microbes that decompose organic matter and release vast quantities of methane (CH4)—a greenhouse gas over 25 times more potent than carbon dioxide at trapping heat in the atmosphere over a 100-year period. Agriculture, in large part due to rice cultivation, is responsible for approximately 10-12% of total anthropogenic greenhouse gas emissions, with rice paddies alone contributing a significant portion of agricultural methane.
Beyond its climate impact, the water footprint of rice is staggering. It is estimated that rice cultivation consumes roughly one-third of the world’s freshwater resources used for irrigation. In an era of increasing water scarcity, driven by climate change, population growth, and competing demands from industry and urban centers, this level of consumption is becoming increasingly untenable. Regions that are heavily reliant on rice production are often the same ones facing severe water stress, creating a precarious situation for both food security and environmental stability.
Compounding these environmental issues is the human element. The smallholder farmers who form the backbone of the global rice supply chain are often trapped in a cycle of low income, high input costs, and vulnerability to climate shocks like droughts and floods. Lacking access to advanced agricultural training, modern technology, and stable markets, their ability to adapt and improve their livelihoods is severely limited. It is at this critical intersection of environmental degradation and socio-economic vulnerability that the need for a systemic transformation in rice cultivation becomes starkly apparent.
Mars, Incorporated’s Ambitious Answer: The “Raising Rice Right” Initiative
In response to this multifaceted challenge, Mars, Incorporated, the global food giant behind iconic brands like M&M’s, Snickers, and, most pertinently, Ben’s Original™ (formerly Uncle Ben’s), has stepped forward with a comprehensive and ambitious strategy. Dubbed the “Raising Rice Right” initiative, this program represents a cornerstone of the company’s broader “Sustainable in a Generation” plan, a billion-dollar commitment to creating a healthier planet and promoting thriving communities across its value chain.
The “Raising Rice Right” initiative is not merely a corporate social responsibility footnote; it is a fundamental reimagining of the company’s rice supply chain. Recognizing its position as one of the world’s largest buyers of rice, Mars has leveraged its scale and influence to drive meaningful change from the farm to the fork. The program is built upon a clear, three-pronged set of goals designed to tackle the core issues of conventional rice farming head-on:
- Reducing Water Use: A primary objective is to significantly cut the amount of water required for rice cultivation. The target is to reduce water usage by up to 30% across its supply chain through the implementation of water-smart agricultural practices.
- Cutting Greenhouse Gas Emissions: By changing how rice is grown, Mars aims to slash greenhouse gas (GHG) emissions by as much as 50%. This focuses squarely on mitigating the release of methane from paddy fields.
- Increasing Farmer Incomes: The initiative is designed to be economically empowering for the farmers it partners with. By improving yields, reducing the cost of inputs like water, fertilizer, and pesticides, and ensuring a stable market, Mars aims to increase farmer net incomes by a significant margin.
To lend scientific credibility and a standardized framework to this endeavor, Mars has forged a crucial partnership with the Sustainable Rice Platform (SRP). The SRP is a multi-stakeholder alliance co-convened by the UN Environment Programme (UNEP) and the International Rice Research Institute (IRRI). It has developed the world’s first voluntary sustainability standard for rice. By aligning the “Raising Rice Right” program with the SRP Standard for Sustainable Rice Cultivation, Mars ensures that its efforts are based on globally recognized best practices, are measurable, and can be independently verified. This collaboration transforms a corporate initiative into part of a global movement, providing a common language and a shared benchmark for sustainability in the rice sector.
Inside the Paddy: The Science and Strategy of Sustainable Rice Cultivation
The ambitious goals of the “Raising Rice Right” initiative are being realized through the promotion and implementation of a suite of innovative and scientifically-backed farming techniques. These methods represent a departure from centuries of tradition, requiring education, training, and support for farmers to adopt them successfully. The cornerstone of this new approach is a technique known as Alternate Wetting and Drying (AWD).
Alternate Wetting and Drying (AWD): A Simple Solution with a Big Impact
AWD is a water-management practice that revolutionizes the traditional flooded-paddy system. Instead of keeping fields continuously submerged, farmers periodically allow the water level to drop, exposing the soil to air before re-flooding. This cycle is carefully managed, often using simple tools like a perforated field water tube to monitor the water table and determine the precise time for irrigation.
The benefits of AWD are twofold and profound:
- Water Savings: By eliminating continuous flooding, AWD can reduce irrigation water consumption by up to 30% without negatively impacting crop yield. In water-stressed regions, these savings are critical for both the farmer’s viability and the sustainability of the local watershed.
- Methane Reduction: The periodic drying of the soil introduces oxygen. This disrupts the anaerobic conditions that are perfect for methane-producing microbes. By interrupting their life cycle, AWD can cut methane emissions from rice paddies by nearly half.
Despite its simplicity in concept, successful implementation of AWD requires a new skill set for farmers. They must learn to monitor soil moisture levels, understand the critical growth stages of the rice plant, and adapt their irrigation schedules accordingly. Mars’s program focuses heavily on providing this hands-on training and support to ensure the technique is adopted effectively.
Beyond AWD: A Holistic Approach to Farm Management
The “Raising Rice Right” initiative is not a single-solution program. It advocates for an integrated system of best practices that work in synergy with AWD to maximize environmental benefits and farmer profitability.
- Direct Seeding: In place of the labor-intensive process of growing seedlings in a nursery and transplanting them into flooded fields, direct seeding involves sowing pre-germinated seeds directly into the prepared soil. This method can save water, reduce labor costs, and shorten the crop cycle.
- Precision Nutrient Management: Farmers are trained to use fertilizers more efficiently. Instead of applying a uniform amount across the entire field, they learn to assess the specific nutrient needs of the soil and the crop at different growth stages. This reduces fertilizer runoff, which can pollute waterways, lowers GHG emissions associated with fertilizer production (specifically nitrous oxide), and saves the farmer money.
- Integrated Pest Management (IPM): This approach shifts away from a reliance on broad-spectrum chemical pesticides. Farmers are encouraged to use a combination of techniques, including promoting natural predators, using pest-resistant rice varieties, and applying targeted, safer pesticides only when absolutely necessary. This reduces chemical exposure for farmers and consumers, protects biodiversity, and lowers input costs.
From Pilot Programs to Global Impact: The Rollout in Key Sourcing Regions
Mars’s strategy for “Raising Rice Right” is a phased, data-driven rollout, starting with pilot programs in key rice-sourcing regions before scaling up. This allows the company to tailor its approach to local conditions, cultures, and challenges. The initiative is being actively implemented in several countries that are critical to the global rice supply and to Mars’s own brand, Ben’s Original™.
Case Study: India and Pakistan
In the basmati rice-growing heartlands of India and Pakistan, Mars has partnered with thousands of smallholder farmers. Here, water scarcity is a pressing issue, and farmer incomes are often precarious. The program provides extensive training sessions, demonstration plots where farmers can see the new techniques in action, and access to agricultural experts. By working through local partners and farmer cooperatives, Mars has been able to build trust and encourage adoption. Early results have shown significant water savings and, crucially, an increase in net income for participating farmers, creating a powerful incentive for their neighbors to join the program.
Case Study: Cambodia
In Cambodia, the focus extends to improving the quality and yield of fragrant rice varieties. The program not only introduces SRP-based practices but also helps connect farmers to better markets. By ensuring a high-quality, sustainably grown product, farmers can command better prices. This market linkage is a critical component, as it demonstrates a direct financial benefit that makes the transition to new farming methods more attractive.
The Role of Ben’s Original™
The Ben’s Original™ brand is the public face and the commercial engine of the “Raising Rice Right” initiative. Mars has publicly committed to sourcing 100% of its rice from farmers working towards the Sustainable Rice Platform standard. This commitment sends a powerful signal through the entire supply chain. It tells suppliers, traders, and farmers that sustainability is no longer a niche preference but a core requirement of doing business with a major global brand. This market-based approach creates a virtuous cycle: consumer demand for sustainable products justifies the brand’s investment, which in turn provides the resources and incentives for farmers to adopt more sustainable practices.
The Business Case for Sustainability: Why “Doing Good” is Good for Business
While the environmental and social benefits of the “Raising Rice Right” initiative are clear, a program of this magnitude is only viable in the long term if it also makes business sense. Mars has built a compelling business case for its investment in sustainable rice, demonstrating that profitability and planetary health are not mutually exclusive.
Building a Resilient Supply Chain
Climate change and water scarcity pose existential threats to agricultural supply chains. By helping farmers become more resilient—better able to cope with drought, for instance—Mars is safeguarding its own future supply of a key raw material. A more stable and predictable supply chain reduces price volatility and operational risks. Investing in the long-term health of the agricultural ecosystems on which the company depends is a strategic imperative.
Meeting Evolving Consumer Demands
Today’s consumers are increasingly conscious of the environmental and ethical implications of their purchasing decisions. They want to know where their food comes from and how it was produced. The “Raising Rice Right” initiative provides a powerful and authentic story that resonates with this growing segment of the market. The SRP verification label on a package of Ben’s Original™ rice serves as a tangible symbol of quality and responsibility, enhancing brand reputation and fostering consumer loyalty.
Attracting and Retaining Talent
In the modern corporate world, purpose is a key driver of employee engagement. Ambitious sustainability programs like this one help attract top talent who want to work for companies that are making a positive impact on the world. It instills a sense of pride and purpose among existing employees, contributing to a stronger and more motivated corporate culture.
Challenges on the Horizon: Overcoming Barriers to Widespread Adoption
Despite its successes, the path to transforming the global rice industry is fraught with challenges. Scaling the “Raising Rice Right” initiative from thousands of farmers to millions requires overcoming significant hurdles.
Overcoming Inertia and Tradition: Farming is a profession deeply rooted in tradition. Convincing farmers to abandon methods passed down through generations for new, unfamiliar techniques requires a significant investment in building trust, providing robust evidence of the benefits, and offering continuous support.
Initial Investment and Access to Finance: While the new methods can increase long-term profitability, some may require upfront investment in new equipment or infrastructure. Smallholder farmers often lack access to the credit needed to make these initial investments.
Infrastructure and Policy: The success of practices like AWD can depend on reliable irrigation infrastructure. In many regions, this is lacking. Furthermore, government policies, such as water and electricity subsidies, can sometimes disincentivize conservation, working against the goals of the program. Advocating for supportive public policies is a critical part of the long-term strategy.
Scaling Training and Verification: Reaching millions of farmers across diverse geographies and languages is a massive logistical challenge. It requires a “train-the-trainer” model and the use of digital technologies to disseminate information effectively. Similarly, the process of verifying compliance with the SRP standard at scale must be both rigorous and efficient.
A New Standard for Agriculture: The Ripple Effect of Corporate Leadership
Mars, Incorporated’s “Raising Rice Right” initiative is more than just a story about a single company or a single crop. It is a powerful case study in how a global corporation can leverage its scale, expertise, and market power to drive systemic change. By taking a science-based, collaborative, and long-term approach, Mars is not only cleaning up its own supply chain but also helping to set a new standard for the entire food industry.
The program demonstrates that corporate action can be a catalyst for solving some of the world’s most pressing environmental and social problems. When a company of Mars’s stature commits to sourcing 100% of its rice sustainably, it sends a shockwave through the market, compelling competitors, suppliers, and even governments to take notice and act. It creates a “race to the top,” where sustainability becomes a competitive advantage rather than a cost center.
The journey is far from over, and the challenges remain immense. However, by investing in the health of the land and the prosperity of the farmers who cultivate it, Mars is planting the seeds for a more resilient, equitable, and sustainable future. The simple act of “Raising Rice Right” has the potential to create a ripple effect, fundamentally changing how we feed the world and protect the planet for generations to come. It is a testament to the idea that the world we want tomorrow starts with how we do business today.
