US long grain riceAccording to UK rice importer S&B Herba Foods Aunt Caroline Long Grain Rice is now available at ASDA supermarkets in 5kg bags. The product is currently in 60 of the largest ASDA stores, with options to roll out to all 525 locations during 2016.

As per the sources, it has been quoted by Peter Walker of S&B Herba Foods that we are delighted to be selling U.S. parboiled long grain rice after such a long absence. He also said it has taken a lot of time and effort to persuade retailers to see the opportunities that high quality, consistent U.S. long grain rice offers. Demand has been strong just because of S&B Herba worked with ASDA to develop a specific size pack that would appeal to those consumers who eat large quantities of rice as part of their daily diet. According to Walker We began the promotion during October so it is early days, but the signs have been good that we are on trend for what was needed in the marketplace. They said with so many choices, it can be overwhelming for consumers, but U.S. long grain has always delivered on consistency and quality. This will hopefully open up further opportunities with other retailers.

Indian Queen Basmati Rice Ad.
Indian Queen Basmati Rice by Bharat Industrial Enterprises Limited

Furthermore, Aunt Caroline is the second identified U.S. long grain rice brand available in the UK retail segment. The first identified milled long grain rice brand appeared on retail shelves. The all-important run up to Christmas should see U.S. long grain sales increase even more as we continue to promote the U.S reputation for quality, consistency, food safety, and sustainability. USA Rice Vice President for International Promotion Jim Guinn said, “In spite of tough competition, U.S. long grain rice sales have more than doubled compared to last year, reaching over 18,000 MT in the period January-September 2015.