Our Story

Nice Rice started with a simple conviction: to show that quality rice, properly sourced, can transform a meal.

Connecting with Growers

Spending time with rice growing communities across northern India was when our founder, Fergus, first truly appreciated the different varieties of Basmati rice.

For the first time he could taste how variety and origin come together to create grains of real character and quality.

He also learned how extra care taken on the farm not only improves grain quality but reduces the climate footprint of the crop too.

Launching Nice Rice

Fergus arrived home determined to share this experience, and in 2023 launched Nice Rice in the UK.

We take a quality-led approach by choosing our favourite individual variety of Basmati, sourced from a single origin, for each of our products.

And we only source our rice from growers that are certified to industry-leading sustainable farming standards.

Hungry For Change

Having seen first-hand how sustainable farming techniques can benefit smallholder growers and protect the environment, we wanted to spread the word.

So we launched the Nice Rice Foundation in 2024. It’s a registered charity, funded by 1% of Nice Rice revenues.

Working with local agronomists, the charity is providing training so that more smallholder growers can learn and benefit from sustainable farming techniques.

Connection, not commodities.

By connecting with the people and places that our rice comes from we're building a shared vision for a better food system.