• 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.
