Madagascar Pink Rice is grown by households of the Koloharena Cooperative of Amparafaravola using a more sustainable set of practices called the System of Rice Intensification (SRI). SRI enables small family farmers to harvest more rice using less water, seed, land and no chemicals. Lake Alaotra's marshy shores are home to the critically endangered Alaotran Gentle Lemur. It is hoped that SRI will help reduce degradation of the lemur's dwindling habitat by making existing land more productive without the need for polluting chemicals.