Wereta – the administrative capital of Fogera district – is an example of one of the fastest growing urban areas in the Fogera plain. Its rapid development is strongly connected with the development of the rice industry, which has had a spillover effect in the development of diverse services, including hospitality, wholesale and retail businesses, and banking. This brief examines the role of rice commercialisation in the development of Wereta City Administration and concludes with some pointers for scaling experiences that may be applicable to other areas suitable for enhancing rice production and processing.