Fior Fiore Coop Long & Wild Rice

Fior Fiore Coop Long & Wild Rice Origin and Overview

Fior Fiore Long & Wild Rice is a premium blend of long grain parboiled rice and wild rice (Zizania aquatica) marketed under Fior Fiore Coop, the gourmet private-label brand created by Coop Italia.

Brand Origin and Ownership

Coop Italia is one of Italy's largest supermarket cooperatives, tracing its cooperative roots back to the 19th century and officially founded in its modern national consortium form in 1947. Fior Fiore is Coop Italia's flagship line dedicated to high-quality gastronomic specialties and culinary ingredients. Coop Italia operates as a cooperative consortium headquartered in Casalecchio di Reno (Bologna), Italy, owned collectively by Italian consumer co-operatives.

Manufacturing and Packaging

Coop Italia partners with selected Italian rice processors to blend and pack its rice varieties. For retail private-label rice lines such as Fior Fiore, production and packaging typically take place in the historical rice-producing regions of northern Italy (such as Piedmont or Lombardy), while the raw grains (notably wild rice) are sourced according to global agricultural availability.