- Rising pressures facing rice farmers are leading to a generational shift, with 70% of rice farmers in India and 63% in Pakistan saying they do not want their children to follow them into rice farming.
- At the same time, almost two thirds of U.K. consumers don’t think that climate change could affect rice production.
- Joint commitment and collaboration can promote livelihoods and climate resilience for rice farmers around the world.
LONDON, UK (March 31, 2026) — Mars, makers of Ben’s Original™, Tasty Bite® and Seeds of Change™, has published a new paper titled “Securing the Future of Rice from Field to Fork(Opens a new window)” bringing together farmer surveys, climate data, business insights and consumer research to reveal the rising pressures facing rice farmers around the world. It also sets out the role the industry needs to play in supporting farmers to adopt climate-smart agriculture practices.
Rice feeds more than half the world's population every day1, but rice farmers across the world are facing numerous, complex and urgent challenges – from increasingly unpredictable weather patterns and water scarcity to keeping the next generation on the farm. Research published in 2025 shows that extreme flooding has reduced global rice yields by an average of 4.3% every year since 1980, the equivalent of around 18 million tons of rice lost annually, with damage to crops accelerating since 20002.
New research carried out by 60 Decibels for Mars Food & Nutrition which involved surveying rice farmers in India, Pakistan and Thailand, highlights a growing generational challenge. 70% of rice farmers in India and 63% of rice farmers in Pakistan say they do not want their children to follow them into rice farming3 – a clear signal that, for many families, current conditions no longer feel sustainable for the next generation.
Consumers underestimate the risk behind their weekly staple
Rice remains central to what people eat today and consumption has increased in recent years as globally inspired cuisines and flavors have grown in popularity. In the U.K., almost two‑thirds of consumers (62%) describe rice as a staple in their diet. Yet 38% of U.K. consumers do not believe climate change could affect rice production, and 36% are unaware which crops have the highest environmental impact – highlighting a gap between how essential rice is on the plate and how little its climate risks are understood.4
At the same time, people want to see change, with four in 10 (46%) believing governments and policymakers have the greatest responsibility to make rice farming more sustainable.5
Climate‑smart rice: making an impact
Mars is investing $20 million (USD) through its Raising Rice Right platform to be applied throughout the decade (2020 – 2030), to help its farmers adopt and scale climate‑smart agriculture practices across key sourcing regions including in the U.S., Europe and Asia6.
Through its longstanding work with farmers and partners in these regions, Mars has proven that climate‑smart agriculture practices, such as alternate wetting and drying, can reduce water usage and greenhouse gas emissions while, in many cases, improving or maintaining yields.
Chris Sackree, Global VP Supply, Mars Food & Nutrition said: "The challenge is no longer to prove that climate‑smart agriculture works. We already have solid evidence and practical solutions that can be adapted to very different rice‑growing regions. The real opportunity now lies in creating the economic incentives and market conditions that make farmers want to adopt these practices at scale – that is when transformation will truly accelerate."
Commitment & collaboration to secure the future of rice
To move fully to climate‑smart rice farming will take collaboration across the entire value chain. No single farmer, company, retailer or government can safeguard the future of rice production alone.
Mars believes that through joint commitment and collaboration, the industry can make a meaningful difference. That means incentivizing water‑saving and low‑emission practices through subsidies, grants and extension services; investing in the training, equipment and infrastructure that lower the barriers to climate‑smart adoption on the ground; and working with NGOs and governments to co‑fund regional programs so proven approaches reach many more farmers, faster.
About Mars Food & Nutrition
Mars Food & Nutrition is a segment of Mars, Incorporated. It has some of the world’s leading food brands: Ben’s Original™, Kevin’s Natural Foods, MasterFoods®, SEEDS OF CHANGE®, Tasty Bite®, and DOLMIO® enjoyed in more than 30 markets around the world.
About Mars, Incorporated
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a $65bn+ family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our more than 170,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com. Join us on Facebook(Opens a new window), Instagram(Opens a new window), LinkedIn(Opens a new window) and YouTube(Opens a new window).
1. Food and Agriculture Organization of the United Nations (FAO). (2023). Rice Market Monitor. Rome: FAO. (p. 9)
2. Li, Z., Rosa, L., & Gorelick, S. (2025). Severe floods significantly reduce global rice yields. Science Advances. (p. 10)
3. 60 Decibels. (2024). Ben's Original India; Pakistan; Thailand: Lean Data Reports. September 2024. (Total sample: 1,613 farmers).
4. Censuswide, Mars Food & Nutrition survey. (2025). Consumer Polling on Rice, Diet and Sustainability: United Kingdom. (Survey of 2,000 U.K. adults). (p. 10)
5. Censuswide, Mars Food & Nutrition survey. (2025). Consumer Polling on Rice, Diet and Sustainability: United Kingdom. (Survey of 2,000 U.K. adults). (p. 10)
6. Mars Food & Nutrition Press Release. (December 2025). (Accessed Online)
