Honestly Riverina, a collective of Australian Rice farmers, had the vision to create and launch a Rice brand that brought excitement to the Rice category.
The objective is to support Australian farmers and put Aussie rice back on home pantry shelves in Australia.
Caplan entered a long-term sales and consultancy partnership Honestly Riverina business to create the Nice Rice brand, source packaging, manufacturing partner, set up and manage domestic infrastructure.
During this process, we shared the 12-month journey with our national retail partners, seeking guidance, feedback and inputs.
Caplan and Nice Rice launched 5 skus nationally with foundational partners such as Woolworths and Metcash in its first year of launch, putting Aussie rice back on the shelves again.
At the subsequent range review, Caplan and Nice Rice were able to double the sku count in Woolworths to 10 skus, launch 2 skus in Coles and add an incremental 3 skus in Metcash.
Now Honestly Riverina can say it is Australia’s second largest grower and manufacturer of Australian rice.
