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Our Story

How did we start importing rice?

We’re three friends – Vinh, Jirka, and Libor – connected by a passion for Asia and a deep love for Vietnam.

Our first journey to the country took place in early 2022, when Vinh and Jirka were part of the official diplomatic mission of the then Czech Minister of Industry and Trade, Jozef Síkela.

Since then, we’ve returned to Vietnam again and again – between 2022 and 2025, we spent over 9 months there in total, mostly in Hanoi, Ho Chi Minh City, and the port city of Hai Phong.

Over those three years, we helped connect European companies with Vietnamese partners and participated in dozens of business meetings.

Among others, we met with Trần Duy Đông (Vice Chairman of Vinh Phuc Province), Nguyễn Cảnh Long (Deputy General Director of ACIT), and Trần Đức Thắng (Member of the Central Committee of the Communist Party of Vietnam).

One of our clients is LA FOOD – one of the largest rice distributors in Central Europe. For its founders, Libor and Antonín, who also joined us in Vietnam, we helped identify trustworthy Vietnamese rice producers.

Together, we spent three weeks in Vietnam, visiting state-owned giants like VINAFOOD II and KIGIMEX, as well as dozens of rice farms, mainly in the regions of Kiên Giang, Sóc Trăng, and Cần Thơ.

And that’s where the idea was born.

We realized that high-quality Vietnamese rice has enormous potential in Europe. Unfortunately, many Vietnamese living in the EU don’t trust their own rice – and for good reason.

Why?

Concerns about pesticide and herbicide residues, heavy metal and arsenic contamination, pests, insect eggs and larvae, even fraud and deliberate mislabeling of rice varieties — such as the ST5 case — along with issues around documentation, certification, and traceability.

We decided to change that.

We made a commitment:
to bring honest Vietnamese rice to the European market — rice that meets all EU standards, and is thoroughly cleaned and fumigated again in the EU. In other words, rice that is 100% safe.

Most importantly, it is authentic and genuine. Every batch we import is 100% traceable.

This is rice you can trust.
Rice we proudly stand behind.
Rice with a story.

And that’s how our rice was born.

Out of friendship, experience, and a sincere belief in quality.

For Wholesale Buyers:

By mutual agreement, we can arrange a tour of the LA FOOD processing facility and walk you through the entire rice care process — from cleaning and fumigation to final storage.
See the story of our rice for yourself, with your own eyes.