Growing a Brand with Purpose
Our Partnership with IBIS Rice
Importation support • Product and channel strategy • Brand positioning and identity • International market expansion planning
At the heart of every successful brand lies a powerful story — one that resonates not only with customers but with the planet too. Our work with IBIS Rice, a Cambodian producer of sustainably grown rice, is a prime example of how strategic brand and product development can align commercial goals with environmental impact.
Founded on a mission to protect forests and endangered wildlife, including the majestic Giant Ibis, IBIS Rice works closely with local farmers to cultivate rice in ways that promote biodiversity, preserve ecosystems and support rural communities. When IBIS Rice partnered with us, they had a unique and powerful proposition — but needed the right retail and product strategies, branding and support structure to take it to the next level.
Our relationship with IBIS is ongoing and full of possibilities as to how the brand can develop and grow. However, it is essential to put into place the foundations that will allow the brand to flourish.
1. Product range audit & innovation
Our journey began with a comprehensive audit of the IBIS Rice product portfolio. The goal was to ensure the range was competitive, relevant and poised for growth in local markets and also with an eye on international markets. We assessed the existing SKUs for clarity and appeal, identified gaps in the range, and laid the foundation for innovation.
As a result, we recommended several new product developments — expanding from their core rice offering into cereals, traditional rice cakes, and the innovative bean & rice cake format. These extensions not only diversified their lineup but also offered new ways to deliver healthy, sustainable snacks to conscious consumers.
2. Retail strategy & channel focus
With distribution in place via Brand Organic, the next step was to develop a strategic retail plan to strengthen the brand’s market presence.
We mapped out key opportunities in both physical retail and online environments, identifying where IBIS Rice could make the most impact. From health food stores to premium supermarkets, we helped define the right retailers, audiences, and messaging. We also created a robust digital strategy to build a strong online presence — crucial for a modern food brand with a compelling ethical story. We continue to have conversations with a host of retailers with a view to helping the products achieve new listings with the right retail partners.
Now distributed by
3 major wholesalers;
the product range is established across a range of retail outlets
3. Brand positioning & identity
At the core of our collaboration was a complete repositioning of the IBIS Rice brand. We helped crystallize what the brand stands for — quality, sustainability and authenticity — into a distinctive, consumer-facing identity.
From this positioning emerged the new strapline:
“The Real Taste of Conservation.”
We then developed refreshed branding and packaging design that captures the spirit of the brand — premium, natural and deeply committed to conservation. The design language is now consistently applied across all SKUs including rice packs, rice cakes and cereals, making the range instantly recognisable and trusted.
4. International market expansion & importation support
Our work doesn’t and shouldn’t end at strategy and design. Our role is to grow our clients’ brands. So, we have supported IBIS Rice with the logistical and commercial groundwork needed to enter the UK market.
From importation logistics to recruiting a UK-based team, we provided hands-on support to help the brand navigate complex retail dynamics. We assisted in building the infrastructure needed to get the products on shelves, as well as the support system to drive sales, marketing, and distribution efforts.
Beyond the Cambodian market, IBIS Rice is now building presence in the UK and is actively expanding its footprint. With eyes on Europe and the United States, the brand is poised for further international growth — bringing its unique combination of quality and conservation to a global audience.
Now stocked and distributed with
Abel and Cole
A sustainable future, powered by strategic partnership
Working with IBIS Rice has been more than a project — it’s been a partnership built on shared values. We’re proud to have helped shape a brand that not only delivers exceptional products but also stands for something far greater: a better, more sustainable world.
As IBIS Rice continues to grow and innovate, we’re excited to support its next chapter — in new markets, new categories, and new opportunities to make a difference.