Our company

Nice Rice is our brand name and a registered trade mark. The legal name of our company is Mission Brands Ltd ("MBL"). MBL is registered in England and Wales as company number 13260506.

Fergus O'Sullivan (our founder) is the sole Director of the Company but Fergus is supported by an Advisory Board consisting of current and former leaders of FMCG businesses.

MBL is an independent and privately owned company. Our shareholders include 'angel' investors and venture capital funds. Other than Fergus O'Sullivan, no individual investor holds more than 10% of the voting shares in the company.

Our purpose

Nice Rice exists to create demand for a better rice industry - because when enough people demand 'better' that's what drives progress.

So what does a better rice industry look like? It starts with sustainable farming practices that cut methane emissions, preserve water resources and can boost farmers' livelihoods. But it's also about a better way of doing business - making sure farmers are treated fairly and behaving responsibly throughout the supply chain.