Coop says this product is a pioneer in its category as the first private brand in the Nordics to introduce SRP-verified (Sustainable Rice Platform) rice and the judges agree. SRP verification shows the rice is produced according to strict sustainability standards, focusing on reduced water usage, controlled pesticide use, improved working conditions and better livelihoods of farmers. In addition, Coop replaced the plastic bag with a paper one, resulting in a plastic reduction of over eight tonnes. The SRP logo is placed on front of pack and the side. There is a text box explaining more about the SRP verification. And the rice tastes great.