TrueRice specialises in sourcing and supplying the rice by going straight to quality growers worldwide.
The company operates by connecting directly with rice farms and mills to ensure they supply only the highest-quality organic rice that is grown sustainably.
Current producers are based in Piedmont and the Himalayas and further rice varieties will be added, TrueRice said.
TrueRice said that sustainability was core to its values and they used suppliers who adhered to certified eco-friendly production techniques that minimised harm to the environment and operated on Fairtrade terms.
All the company’s rice varieties come in bags made from laminated Kraft paper, which is 100% recyclable and landfill-friendly.
The range includes basmati, risotto and wholegrain rice, as well as Italian black and red rice.
TrueRice CEO Hamdi Harbaoui said: “I’m delighted to have launched TrueRice and to bring the UK’s highest-quality, fully sustainable rice brand to the market. It’s the culmination of a lot of hard work by my team and our development partner Mechanised.
“Despite the current situation, we made our first online sale within 24 hours of the site going live and it continues to grow each day. There’s no doubt our customers will relish our products and take delight in the look and taste of delicious, ethically sourced artisan rice.”
In 2015, Mars, the owner of the Uncle Ben’s brand, announced the first global standard for sustainable rice in partnership with the Sustainable Rice Platform (SRP).
SRP is a global alliance of agricultural research institutions, agri-food businesses, public sector and civil society organisations convened by the United Nations Environment Program and the International Rice Research Institute (IRRI),
Mars Food said it had a commitment to sustainably source 100% of its rice by 2020 using the SRP standard.