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Can SunRice sell carbs to the Ozempic generation? Its CEO thinks so

The Australian Financial Review (AFR) •
October 28, 2026 • 06:00 PM
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SunRice CEO Paul Serra is determined to make rice more appealing to the wave of consumers taking weight-loss drugs.

Can SunRice sell carbs to the Ozempic generation? Its CEO thinks so

Paul Serra’s career took an early left turn, and he never glanced back.

The chief executive of SunRice Group studied mechanical and aerospace engineering at university, although he says he never wanted to become an astronaut. He also took an entry test for a medical degree, but then, during a gap year, fell in love with the food industry, where he has been ever since.

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