SRI - the System of Rice Intensification - is a set of practices to increase the yield of rice while reducing external input (seed, agrochemicals, water, labor). SRI, developed in Madagascar, is being used in more than 20 countries and is spreading fast. The initiative assesses the possibilities of marketing SRI rice in the producer countries and internationally. The goal is to document existing experiences, develop an overall marketing strategy and establish a community to share insights into SRI marketing.