Rice is an important source of energy, minerals, proteins, vitamins, and many other bioactive constituents such phytochemicals. The aim of this work is to quantify minerals, phytosterols, and free phenolic compounds in aromatic rice, in addition to observing the best planting month to maximize the content of these compounds. The aromatic rice (IAC 500) was cultivated in four months of 2017 (August to November) at the municipality of Roseira-SP/Brazil. After harvesting, the samples were sun-dried, peeled, polished, and analyzed. The phytosterols (campesterol, stigmasterol, and β-sitosterol) were analyzed by GC-FID, identified by comparison with standards, and quantified by internal standardization (5-α-cholestan-3-β-ol, internal standard). The minerals magnesium (Mg), zinc (Zn), potassium (K), and calcium (Ca) were analyzed and quantified by flame atomic absorption spectrometer (FAAS), selenium (Se) by hydride generation atomic absorption spectrometry and phosphorus (P) by UV‐visible spectrophotometry. Free phenolic compounds were analyzed by QQQ LC-MS/MS, identified by comparison with standards (ferulic, caffeic, ρ-coumaric, gentistic, trans-cinnamic, salicylic, and 4-hydroxybenzoic acids) and quantified by internal standardization (hesperetin, internal standard). β-sitosterol (29.72-33.71 µg/g) was the major phytosterol, followed by stigmasterol (13.47-15.71 µg/g), and campesterol (10.88-16.59 µg/g). The predominant minerals (mg/kg) were P (801.61-1062.89), K (569.56-796.52), and Mg (144.04-231.23). Minor amounts of Ca (21.22-31.49) and Zn (18.23-22.34), in addition to traces of Se were also found. The predominant free phenolic (ng/mg) was ferulic acid (1.16-1.70), with intermediate amounts of salicylic acid (0.37-0.43), 4-hydroxybenzoic acid (0.13-0.29), and ρ-coumaric acid (0.11-0.36). Caffeic acid (0.03-0.07) and trans-cinnamic acid (0-0.40) were found in minor amounts. According to the total values of the compounds, the best month to maximize the levels of phytosterols and minerals was September, whereas for the free phenolic compounds the best planting month was August. These results can guide the farmers to better program the aromatic rice to increase the content of bioactive compounds.