London-based startup Nice Rice has partnered with creative agency Otherway to launch a striking out-of-home campaign shedding light on the rice industry’s ‘dirty little secret’. 

The visually arresting outdoor advertisements, which can be seen across the capital, aim to highlight the shocking environmental impact of conventional rice farming.

The campaign’s bold imagery features rice billowing from chimneys, spewing out of jet engines and dripping from cows, illustrating the unexpected carbon footprint associated with this staple food.

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“It’s a little-known fact that conventionally farmed rice has an enormous environmental impact. Rice produces more planet-warming CO2e emissions than the dairy industry, yet nobody seems to be talking about it,” said Fergus O’Sullivan, founder of Nice Rice.

“We founded Nice Rice with a clear mission to create a more sustainable future for the world’s most eaten food, by bringing shoppers rice that’s big on flavour but small on climate footprint.”

Jono Holt, founder of Otherway, added: “When Fergus told us about the staggering impact rice farming has on the environment, we couldn’t believe it.

“This campaign is designed to help wake people up to the worrying impact rice farming is having on our planet. Helping to transform the category and offer people a more sustainable alternative to the norm.”