Born from a passion for the rice market and friendships that span decades, is the latest market information bridge for the global rice trade community.

Short and Simple, Super Special, Secret Sources, or just Subra and Sue, the persons behind who deliver their own unique talents and business networks to develop this initiative. The site aims to deliver information, insights and exchanges in a practical format that emphasizes on Ease of Reading, Simplicity of Presentation, and Precision of Market Views and Analysis.

This initiative is inspired by a knowledge base built from 30 years of exchanges with the rice industry, supported by creative data analysis to bring insights on global rice market developments. is dedicated to serving the rice market actors. The presented information reflects the collective thoughts of global rice traders through our independent market analysis and assessment methods to provide a strong base for reporting on market trends. From the grapevine, more formal data sources, and detailed studies of market dynamics, we aim to deliver a Concise and Reliable insight of the rice markets that reflect on strong links to the industry. brings together Subra and Sue (Ms. Huong) as the personalities behind the effort to develop a global rice network of participants from across the rice trade supply chain.

About SSRiceNews Founders

Subra is the co-founder of SSResource Media and represents the major contributor to content, analysis, and expertise in organising conferences over a career spanning 3 decades. Subra brings a wealth of experience which include nearly 15 years as a rice market analyst, and nearly 30 years or organizing rice, commodity, and shipping events as key experiences that drives the passion behind the rice industry network being forged by

Subra was most recently Vice President at The Rice Trader. Subra’s contributions extend to covers market intelligence gathering across all major rice markets, with an emphasis developing a series of special reports on rice market verticals (like white rice, parboiled rice, fragrant rice, basmati rice, broken rice), while also focusing on weekly intelligence on key price trends. Special reports on African markets, China, Indonesia, the Philippines and all the major export markets of India, Vietnam, Thailand, Pakistan, US, South America, Myanmar, and Cambodia are also part of Subra’s market specific skills that have provided readers with specialist insights into global rice markets. Known to have an extensive network of contacts within the global rice trade, his specialised sources for rice market data formed the core of his analysis in rice markets.

Subra was also Managing Editor of Rice Today, between 2009 and 2012. Rice Today is the flagship publication of IRRI (The International Rice Research Organization) that was published by The Rice Trader between 2009 and 2012.

Subra previously part of IBC Asia (Informa Group) for 14 years between 1994 and 2008 and helped create several firsts including Asia’s first coffee, sugar, rice conferences, and the world’s first Dry Bulk Shipping conference in a role that saw him head IBC Asia’s Commodities and Maritime Division.

Educated in Singapore and the United Kingdom - Economics degree (University of Leicester) and a Masters in Science (MSc) degree in shipping trade and finance (City University, London, known as the Cass Business School and then Bayes Business School), Subra’s early work experiences saw stints in statistics compilation (at Singapore Trade Development Board) and as a future’s trading (Peregrine Futures) where he provided daily market reports and analysis (including fundamental and technical analysis) to clients on futures markets, with emphasis on Coffee, Cocoa, Sugar as well as the metals markets of the London Metals Exchange.

Huong is the co-founder at SSResource Media and her main role is to take charge of all commercial affairs for the SSResource Media team. Apart from being the person-in-charge of developing platform for (website and related services to promote networking events), she is also key to all marketing and sales initiatives for the group. Huong provides the foundation and has actively been involved in developing an infrastructure for the distribution and delivery of market analysis, reports, and daily news updates to subscribers. Her experiences in business development and administration are also key for her role in the establishment of SSResource Media and its related activities in rice and within the broader commodity and shipping sphere.

With over 10 years of experience in national and international organizations directly involved in the Asian and global rice sector, Huong delivers an extensive network of relationships with high-level individuals and organizations within the global rice market. Huong is also well-known for her work with the Vietnam Food Association (VFA) as the Chief Officer from 2013 to 2018 before joining The Rice Trader from 2019 to March 2023, where she has had a role in business development, sales and excelled in all aspects of international event organization.

Huong completed her Master Degree in Tourism Management and has worked for over 10 years in tourism and event management. These experiences provided the skills that have served as a platform in her service-oriented and professional business skills that have allowed her to excel.

Huong is currently in-charge of in both the delivery of industry and trade information and in event and related operations that serve to grow the company’s ambition to deliver a global rice network that combine market intelligence and analysis while providing a base for peer networking across the global rice supply chain. She is your main contact for all commercial enquiries and is available to help clients maximize exposure and reap the benefits of’s emphasis on industry networking. Her passion and skills lead the company’s efforts to deliver a better flow of information, through multi-pronged efforts in market intelligence dissemination, marketing, and promotion opportunities for all in the global rice market.