Quality parameters and the ability to test when these have been satisfied are essential for delivering a consistent, high-quality product to consumers, and important for the development of new rice varieties with desired characteristics. This chapter begins by focusing on technology for assessing rice quality. It reviews some of the core quality parameters, which such technology must measure, considers practical requirements in research and commercial settings and notes areas for further development. Consumer health needs are then considered, but the quality parameters for this area are still being clarified. Section 4 then shows how data linking genotype, growing environment and grain quality can be obtained, and how this can then provide an overview of the natural variation to be expected in rice crops. This information can be used to develop new resilient varieties of rice, or to choose the most suitable variety for a given location.