The Origin The red rice is a wholemeal rice, source of fibre, with an elongated grain with a distinctive natural red colour, that always remains firm. According to the legend, an ancient people in South East Asia considered it “food of immortality” offering it to the Gods during their ceremonial rituals. It is a rice with unique characteristics, well appreciated by connoisseurs all over the world for its pleasant, nutty flavour and the typical texture of its grain.