In Xieng Khouang (XKH), farmers grow Khao Kai Noi (KKN) rice for self-consumption and surplus are mainly sold at local markets. The KKN-based farming system exhibits a range of agroecological characteristics on which initiatives such as Geographical Indication (GI) build to promote high-quality rice. Rice from XKH has a good reputation due to its organoleptic qualities but its sustainable features are not prized by customers. Knowledge about GI certification is low and the volume of KKN from XKH sold under GI certification is marginal. The agroecological characteristics of KKN-based farming system and their link to XKH territory have to be promoted to make it a showcase of sustainable food systems in Laos.
