The focus of this thesis is to analyze the rice market from a qualitative and quantitative point of view having assumed as a market perspective that of primary producers. The main players have been analyzed in the market of reference, as well as the dynamics that drives the competition worldwide and the external environment in which different mentioned rice growers operate, with a particular focus on the Italian market. In addition, the role of the Common Agricultural Policy and current reforms to it have been considered to assess how the returns of Italian direct growers are changing. For this last analysis, the starting point has been the only available economic balance sheet belonging to a company located in the Vercelli area, obtained through direct contact with the owner of the farm..