Press Trip to Greece

A press trip to Thessaloniki, Greece was organized by Novacert Ltd. to promote European Rice among the rice consumers and producers of the Arab market. "The trip educated the media delegates on European Rice’s standardization process, quality control, and food safety,” says, M. Matt, Managing Editor of Gulf Agriculture

EUROPEAN RICE: ENJOY IT'S FROM EUROPE

It’s not a surprise that rice is a staple crop to the world population. European rice is today distinguished for its quality and nutritional value. It is believed that the rice was introduced to Europe by the naturalists who followed Alexander the Great in his expeditions. It's found in the fertile soil in Mediterranean Europe and was grown, loved, and became part of European culinary tradition.

European rice is a food with a high nutritional value. It is rich in B-complex vitamins, such as Niacin, Thiamine, Riboflavin, and Selenium, while the carbohydrates contained in its endosperm constitute an important source of energy for the human organism.

Modern scientific studies recommend that a total of

55% of our daily calorie intake must be in the form of carbohydrates.

Grain quality is important regarding the final product. Quality depends not only on the variety of rice but also on the crop production environment, harvesting, processing, and milling systems. Several interrelated features determine the quality of rice, such as moisture content and purity degree. These characteristics are determined by the environmental weather conditions during production, crop production practices, soil conditions harvesting, and post-harvest practices.

“Our rice producers fully comply with the Integrated Quality Management System for the Agricultural Production of Rice. This system is based on good agricultural practices which respect the environment, protect the producer growers health, and offer a healthy and safe product to the consumer” says, Konstantinos Astreidis – Project Manager of NOVACERT LTD – the Implementing Body of the European Rice program.

High-end quality and genuine taste are the characteristics of European Rice. Beginning from the field, producers select the seeds most suited to the soil and climate conditions of the area. During the cultivation, they adhere to certified Integrated Management procedures aimed at the protection of the environment and the safety of the product. After harvesting, the product is transferred to the Rice Millers which implement a certified Quality and Food Safety System, for better control of the quality procedure.

The European rice market can be sub-divided into two different segments. Indica Rice - a long-grain variety that represents around 25% of EU rice production.

Japonica rice - a short/ medium grain variety which is the traditional European rice and represents around 75% of EU rice production. EU is selfsufficient and even a net exporter of japonica rice.

Rice production in Greece

The systematic cultivation of rice in Greece began in the 1950s, and since then it has had a growing presence both in the internal market in Greece and abroad. Its

cultivation is associated with the region and the land where it is grown since the area’s biodiversity and the local environment play an important role in the cultivation of rice.

The rice fields are mainly located in coastal areas and the Deltas of the rivers of Greece. Beginning from the central region of the country, rice is cultivated in areas along the course of rivers Achelous and Spercheus. Moving to the north, we come across larger rice fields in the Deltas of rivers Loudias, Aliakmon, the river Axios and the Prefecture of Thessaloniki.

More than 16,500 hectares are cultivated with rice in this area today, while its the production represents 55% of total Greek rice production, thus making a noteworthy contribution to both the local and the national economy.

European Rice Program

The program promotes the European Rice in Jordan, Lebanon, and the United Arab Emirates. It aims to raise awareness among the general public, food experts, distributors, and wholesalers about the authenticity and unique production of European rice as well as enhance the competitiveness of European rice production in Greece.

Within the framework of the Action “Information provision and promotion measures on rice in Jordan, Lebanon, and the UAE”, with the distinctive title “EUROPEAN RICE”, several actions are realized in each country, for the promotion of European Rice across the Lebanese, Jordanian, and UAE markets.

Figures from the media and F&B wholesale industry, food and lifestyle bloggers, nutrition specialists, key retailers, distributors, and importers of agricultural products participate in each action and are informed on the characteristics, unique quality and special benefits of European Rice.