Red Rice For Beans - Marketing Rice To Reduce Poverty

When nearly a billion people are living on less than a dollar a day, you know you've got a problem. Fortunately, for every problem, there ought to be a solution.

Rural Returns has one. Taking into account that three quarters of these people live in rural communities, and that over 600 million of them live in the 10 biggest rice producing countries in the world, they've put two and two together, and are helping rice farming communities sell their product on the global market.

Starting in Sri Lanka, where 84% of the population is rural and 83% of the agricultural workforce is informal, Rural Returns aims to both enable these communities to earn higher profits and also increase the visibilitity of sustainably grown heirloom rice.

But they can't help reduce poverty without you, the purchaser. If you'd like to make a difference, you can purchase your very own Pachchaperumal Sri Lankan Heirloom Red Rice online from BeON Superfood Buyers Club.

Here is Rural Returns cofounder, D.C. Jayasundera, giving his product a quick pitch: