The objective of this research was to study the consumer acceptance to variety assurance rice labelled (VARL) which is produced by “Kopkarlittan” of Indonesian Center for Rice Research (ICRR). The research was conducted on September to November 2013. The respondents were asked to assess their preferences on the rice and cooked rice presented. The assessment of rice based on rank such as aroma, color, shape, wholeness and cleaness (1 = the most preferred; 6 = the most unpreferred) and general acceptance were assessed by hedonic scale (1 = most like; 5 = most dislike). The preferences of cooked rice assessed such as aroma, color, texture, translucency, shape, taste and general acceptance. The rice used were Hipa 8 variety which is represent aromatic rice and Ciherang and Inpari 23 represent non aromatic rice. As controlled were used non variety assurance labelled rice (NVARL) bought from two modern market in Jakarta. The data collected were presented in decriptive way and the organoleptic data were analysed by Kruskal-Wallis test. Respondents stated that VARL products is better than other NVARL products in term of shape (55%), color (31%), aroma (44%), wholeness (68%), cleaness (68%), taste of cooked rice (54%), nutritional (87%) and functional quality (88%). Other respondents stated that VARL products is the same with NVARL products in term of shape (45%), colour (52%), aroma (48%), wholeness (27%), cleaness (30%), taste of cooked rice (39%), nutritional (12%) and functional quality (11%). Based on general acceptance preference the most preferred is VARL aromatic rice Hipa 8 in Bandung city with preferred level 1.93 (like) and mean ranking 57.67. For aromatic rice, there is no preference difference of all sampel tested based on general acceptance. Based on general acceptance preference, the most preferred non aromatic rice are Setra Ramos BPS and VARL Inpari 13 with preference level and mean ranking of 1.57 (like) and 60.07 and 1.74 (like) and 58.84 respectively in Yogyakarta city. The general acceptance of VARL Ciherang with others NVARL is relatively the same. The general acceptance of VARL Ciherang and Inpari 13 with the other rice of VARL from two modern markets in Jakarta is relatively the same. The most preferred non aromatic rice is Setra Ramos BPS with preference level 1,77 (like) and mean rank 58,83 in Bandung City.