This thesis examines the rice market from both qualitative and quantitative perspectives, focusing on primary producers. It explores the main players in the sector, global competitive dynamics, and the external context in which the rice farmers operate, with particular emphasis on the Italian market. Additionally, the research investigates how the agricultural industry can differentiate itself through innovation and marketing strategies. The successful positioning of the Acquerello company is analysed, highlighting its blend of tradition and innovation. Furthermore, the study evaluates the changes and reforms associated with the Common Agricultural Policy (CAP) 2024.