Nice Rice has packaged jasmine, sushi, brown, medium and long grain rice lines. Source: NAB

RIVERINA miller Nice Rice has commenced exports to New Zealand just shy of one year after the end of rice vesting in New South Wales.

The development comes as the state’s Rice Marketing Board, which ceased operations on March 31, enters the final stages of liquidation and wind-down.

Formed by Riverina growers in 2022, Nice Rice was the first business to emerge as a challenger to SunRice in Australia’s largest rice-producing region.

SunRice maintained exclusive rice export rights until the NSW Government legislated in 2024 to end the single-desk structure by mid-2025.

Prior to the removal of vesting arrangements, Nice Rice operated in the domestic market, relying on contract milling and packing facilities in Queensland and Victoria before building a mill at Jerilderie in 2024.

Tom Hawkins and his wife Emma were last year appointed as Nice Rice brand ambassadors. Tom Hawkins’ is a former AFL player for the Geelong Cats, and his family are Riverina ricegrowers. Photo: Catherine Parker/LinkedIn

Earlier this month, international food company Goodman Fielder in New Zealand announced it had received its first container of Nice Rice, marking the start of exports into that market.

The move was made in partnership with Wilmar Trading, a subsidiary of Goodman Fielder’s parent company, Wilmar International.

Goodman Fielder owns a range of well-known food brands, including bakery labels Helga’s and Wonder, Defiance flour, White Wings, and Pampas pastry.

In a statement published to LinkedIn, Goodman Fielder New Zealand said the move to bring Australian rice to the NZ market would open up “a fresh, competitive supply in a category that has historically been tightly held”.

“This launch builds naturally on Wilmar’s existing global strength in rice, with deep expertise from paddy to mill, as we expand our supply chain network and presence in the category globally,” the post said.

“It marks the start of establishing a stronger foothold in rice in New Zealand, bringing a premium, high-quality offer to market.”

The company said the sustainability of the NSW product made it particularly attractive to consumers.

“What makes this particularly exciting is the quality and provenance behind the product.

“Grown in the Riverina region of NSW, the rice comes from a network of local growers with a strong focus on sustainability – including world-leading water management practices that use significantly less water than the global average.

“We’re excited about what comes next as we continue to expand the range, grow distribution, and build the rice category in New Zealand.”

There is currently no commercial rice production in NZ.

The country imported almost 67,000 tonnes of rice in 2024, according to the World Integrated Trade Solution, with Australia its second-largest source at 14,700t, behind Thailand at 18,400t, India at 12,500t and Vietnam at 10,900t.

Nice Rice had earlier flagged New Zealand as an initial focus, while conducting market research and engaging with Austrade, importers and distributors.

Nice Rice chief executive officer and rice grower Mirza Kozarcanin said in a NAB Agribusiness update that Nice Rice was open to doing business wherever premium rice is enjoyed and partnerships can be built.

“We understand that export comes with its own challenges and we’re taking care to ensure the lines we ship offshore will be sustainable and profitable long term,” Mr Kozarcanin said.

“We know there is demand for our product, brand and the sustainable approach we take to production across Europe, North America, the Middle East and large parts of South East Asia.”

Nice Rice mill at Jerilderie. Photo: Nice Rice

Marketing board wind up

As the last rice crop under the former vesting system was harvested in 2025, the Rice Marketing Board (RMB) of NSW is nearing the end of its wind-up process.

Established in 1928, the board was created to maximise returns to rice growers by maintaining orderly marketing, and comprises five grower-elected members and two nominated members.

The Rice Marketing Amendment Act 2024 has required the RMB to take all reasonable steps to close its affairs before July 1.

In a statement released January 31, RMB chair Rowan McMonnies said the board would cease operating on March 31, with all remaining board members and staff appointment to be terminated from that date.

He foreshadowed that an independent liquidator would be appointed by the NSW Minister for Agriculture from April 1 who would then report directly to the NSW Department of Primary Industries and Regional Development.

“All remaining assets, rights and liabilities of the board will, at that time, be transferred to a public authority, in line with requirements of the Rice Marketing Amendment Act 2024,” Mr McMonnies said.

“The Minister for Agriculture has indicated in previous media releases that any residual funds would be reinvested for the benefit of the NSW Rice Industry.

“While the board does not control use of residual funds, to assist the rice industry transition to deregulation, the department and industry stakeholders have held discussions and a submissions based approach is being used to guide government on the appropriate allocation of these funds.

“The board estimates that the residual funds are likely to be in the order of $1.3 million, with the final figure to be determined by the department and the liquidator once all liabilities have been accounted for.”

According to ASIC, Steven John Priest and Andrew Bowcher of RSM Australia Partners, based at Wagga Wagga, were appointed as joint liquidators on April 1.

The latest update on May 26 said the liquidators will declare a “first and final dividend” on June 22 for RMB.

They invited any creditors whose debts or claims have not already been admitted are required on or before June 17 formally to prove their debts or claims.