# Heirloom Sri Lankan Rice Rural Returns Creates Market Solutions to Poverty By Tiana Reid | Published 2011-12-27 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/rural-returns References: [youtube](http://www.youtube.com/watch?feature=player_embedded&v=JakY5UCOUSQ) & [ruralreturns.org](http://www.ruralreturns.org/) Rural Returns is a social business that aims to alleviate poverty through [market solutions](https://www.trendhunter.com/trends/essential-costa-rica). The first product that the team has created is [heirloom Sri Lankan red rice](https://www.trendhunter.com/trends/organic-sri-lankan-curry-rice). The actual design of a development-focused innovation can make all the difference. Execution and intention, of course, both have tremendous consequences (positive or negative) on whether an initiative fails or succeeds. "We believe the best way to help such people achieve [sustainable economic development](https://www.trendhunter.com/trends/agricultural-support-project) is through their own efforts -- and by linking them with the resources and the markets to make the best of their abilities," Rural Returns writes on their website. The red rice is now on sale in selected retail locations both in the United States and in Sri Lanka. **Contact Information:** Rural Returns [website](http://www.ruralreturns.org/) Rural Returns on [Twitter](https://twitter.com/#!/ruralreturns) ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 9% | Activity: 6% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Market-based Poverty Alleviation:** The trend of using market solutions to alleviate poverty presents an opportunity for businesses to create innovative and sustainable social impact. - **Development-focused Innovation:** The trend of incorporating development-focused innovation in product design opens up disruptive opportunities for businesses to address social challenges. - **International Market Expansion:** The trend of expanding market reach internationally offers businesses the chance to tap into new markets and increase their social impact. ### Industries Being Reshaped - **Social Entrepreneurship:** The social entrepreneurship industry can leverage market-based poverty alleviation to create sustainable business models that address social issues. - **Food and Beverage:** The food and beverage industry can explore development-focused innovation to create unique and socially impactful products like heirloom Sri Lankan red rice. - **Retail:** The retail industry can benefit from international market expansion by sourcing and selling products from social businesses across different countries. ## Related on Trend Hunter - [Charitable Vegan Coconut Spreads](https://www.trendhunter.com/trends/kokada.md) - [Recipe-Specific Rice Products](https://www.trendhunter.com/trends/tilda-rice.md) - [High-Quality Microwaveable Rice Pouches](https://www.trendhunter.com/trends/merchant-gourmet-rice-pouches.md) - [Gluten-Free Product Lines](https://www.trendhunter.com/trends/farmers-rice-cooperative.md) - [Fonio-Based Breakfast Cereals](https://www.trendhunter.com/trends/foniobased-breakfast.md) - [Puerto Rican Food Services](https://www.trendhunter.com/trends/produce-application.md) - [Ready-Made Rice Sides](https://www.trendhunter.com/trends/rice-sides.md) - [Social Good Brand Practices](https://www.trendhunter.com/trends/dignity-coconuts.md) - [Ready-to-Eat Garlic Tomato Rice](https://www.trendhunter.com/trends/seeds-of-change-1.md)