Nice Rice rice

Nice Rice is a contemporary sustainable food brand founded in the United Kingdom by Fergus Ames in 2022. The brand was established with a focus on ethical sourcing and reducing the environmental impact of rice farming. By working directly with farmers to implement sustainable irrigation and cultivation techniques, the brand aims to produce rice with a significantly lower carbon footprint than the global average.

While the brand is headquartered in London, the manufacturing and cultivation take place in major rice-producing regions such as India, where their sustainable farming initiatives are implemented. The brand operates as a certified B Corporation, reflecting its commitment to social and environmental performance. As of 2024 and beyond, the company remains independently owned by its founder and early-stage investors, maintaining its focus on the premium, ethical food market in the UK.