This document discusses transforming rice grain quality and nutrition in South Asia. It notes that while over 800 million people are hungry, nearly 2 billion are overweight/obese and malnourished. Rice provides most of the calories and protein for many in South Asia, but often lacks nutrients. The new IRRI regional hub, CERVA, aims to enhance rice's contribution to sustainable food security and farm profits through improving grain value, safety, palatability and nutrition. It will conduct research on milling quality, nutrition, food safety and more. The goal is to maximize income from rice while ensuring quality for consumers, public health, and supporting sustainable farming and food security.