Country of origin bias and firm’s international procurement : A case study on the rice sector of Portugal

Risiculture is a historical sector in Portuguese rural life and Portugal is the leading consumer of rice consumption in the European Union. The last 30 years have seen a steady decline in the internal production of rice alongside a greater concentration of milling operations. However, the production of milled rice has increased. Moreover, the introduction of Indica varieties in local risicultural systems and distribution channels has caused a dramatic change in consumption habits. Through qualitative interviews with firms, this study analyzes what has driven entrepreneurs in the rice sector to choose the origin of their raw material; the presence of a country of origin bias is explained together with its consequences, namely in terms of the links between rice growers and rice millers. The study also analyzes the possibility of protecting local risiculture through a geographical indication of origin and it provides useful insights into the realities of the Portuguese rice sector for future research.