The issue of competitiveness of local agricultural production in the markets has been the biggest challenge facing farmers for over a decade. In the meantime, communities are committed to the process of making agricultural activities along the value chain more economical in order to win back local and national markets that have long been occupied by imported rice, through the appropriation of strategies that will enable them to obtain a finished product that is competitive in terms of quality and quantity. In this context, why is local rice from the Ruzizi plain not appreciated by consumers in the market? This study revealed that the high production cost makes the selling price of the latter less competitive on the market, in addition to the cultivation conditions that impact the quality of the product (poor water management). Providing financial support to rice farmers will help to address these challenges in this area, which has a real comparative advantage over importing producer countries.