Chaldal has collected 115 tonnes of rice from several suppliers in the rural areas so far as a part of its pilot project named 'Know Your Rice.'
The project is supported by USAID Feed the Future Bangladesh Rice and Diversified Crops Activity (RDC), aims to increase awareness and availability of local rice varieties among urban consumers, said a press release.Under the programme, Chaldal has sourced Atop and Miniket rice for its urban consumers from the southern region of Bangladesh.
In addition, it has introduced Banglamoti rice for its customers, an online grocery markets in the country.
This variety has been quite the hit among urban customers, particularly in Dhaka.
As the demand for premium rice varieties increases, Chaldal hopes to launch more such initiatives to promote local produce.
Regarding the project, Chaldal Assistant Director Nerissa Nashin said, “It’s very rewarding to be able to partake in something that promotes local and to be able to disseminate information about all the wonderful produce Bangladesh has to offer to our customers."
Earlier, in June 2020, Chaldal launched 'Know Your Rice' campaign to establish a strong supply chain network with farmers and millers in the rural, southwestern belt of Bangladesh.