In 1997, we introduced the first organic rice into our range. Five years later, we began sourcing Fairtrade rice, initially from Thailand and one year later from India. We are convinced that sustainably produced rice is the best choice – for both producers and consumers. And because we believe that the combination of organic and Fairtrade is ideal, we started planning a unique project in 2010: The sustainability project 'fair & good' in India and Thailand, which combines Fairtrade and organic. This meaningful project is also supported by Coop, Helvetas, and other partners.

We work with Thai farmers living in the dry northeastern region of Thailand and with Indian farmers in the northern part of India, in the so-called foothills of the Himalayas, who cultivate high-quality organic rice. The traditional rice varieties – Jasmine and Basmati rice – are produced according to the strictest organic standards and under fair working conditions.

Continuous training and the development of the farmers' own skills are key foundations for the success of the project, which now includes over 3,500 small-scale farmers. They farm small plots of land, averaging 1 hectare, either manually or with the help of equipment shared with other farmers in the cooperative. The farmers can market their products under the Fairtrade Max Havelaar label from Fairtrade International (FLOCERT).

The Fairtrade minimum price ensures financial stability and serves as a safety net in case of price fluctuations. The additional Fairtrade premium can be used to finance investments in the cooperative’s infrastructure or for general projects in the individual villages.

On-site project support and regular motivational visits are essential pillars of the project. This ensures that the well-being of the individual farmers and the community can be maintained. The ‘fair & good’ rice project has a positive impact on both the people and the environment, securing their future. By purchasing these delicious rice varieties, more and more conscious consumers are sustainably improving the living conditions of the rice farmers.