Traditional rice brands get a fresh lease of life

Provincial authorities in China are investing funds and in talent to develop new rice brands and increase cultivation of some time-honored varieties, as the nation steps up measures to bolster food security.

The northern port city of Tianjin plans to increase the area under cultivation of its Xiaozhan Rice, a national favorite over the past few hundred years, to 66,667 hectares by 2022.

The variety, dating back to the North Song Dynasty (960-1127), had a time-honored status in China due to its distinct aroma and taste. However, the area under cultivation had dwindled over the years.