Rice is one of the most widely consumed grains in the world, but it is also connected to major social and environmental challenges. When basmati rice from Punjab sailed up as a high-risk crop in 2015, Axfoundation got engaged: What can value chain actors do together to contribute to sustainable rice production while improving the livelihood of farmers and seasonal workers? This led to a long-term public-private funded partnership where Axfoundation collaborated with actors throughout the value chain. As a result, the Garant brand’s basmati rice is now certified by the Sustainable Rice Platform, with better cultivation conditions and decreased environmental impact. Furthermore, a formula has been piloted that can be used in multiple value chains, turning aid into sustainable trade.