International Branding & Retail Market Development

From April 2021 onwards, Sustainable Rice Platform (SRP) engaged Behold International to strengthen its international branding, retail engagement and market activation for SRP-Verified rice.

Assignment

Behold supported SRP with:

• international brand positioning and communication

• retail and brand engagement across Europe

• key account management and business linkages

• market activation campaigns

• partnership and consortia development

The objective: translate sustainability standards into concrete market demand and position sustainable rice as the emerging norm.

Results & Impact

Over four years, the collaboration contributed to:

• 15+ retailers and brands engaged

• dozens of SRP-Verified products introduced

• presence in 10,000+ supermarkets across Europe

• ±200,000 tonnes of SRP-Verified rice in retail (2025 projection)

• millions of consumers reached across 20+ European markets

A major milestone was the global #IChooseSustainableRice campaign, mobilising the entire value chain and generating:

• 210+ active participants

• 600,000–1.6 million organic LinkedIn reach

• 398+ press publications

• 6–8 million potential media impressions

Consultancy Value

By combining sustainability expertise with market strategy, Behold helped:

• build bridges between exporters, traders, brands and retailers

• strengthen supply–demand linkages

• position SRP within ESG-driven retail procurement

• accelerate the transition from niche label to mainstream market adoption

This four-year collaboration demonstrates how strategic branding, retail engagement and partnership development can translate sustainability standards into measurable market impact.