• USA Rice innovative promotional activities to boost U.S.rice exports to the world.
  • USA Rice conducts more than 300 marketing activities annually in Mexico, which is USA’s number one market.
  • Bolstered by targeted USA Rice TV and radio advertising and promotions, rice exports are up in Haiti.

ABB Side Banner 372x250USA rice exports remain in the bright spot for the rice industry as a whole, despite the tough market situation faced by U.S. rice farmers this year. During the first 5 months of current year, rice exports were 23 % more in volume and 10 % more in value terms for the same period last year. International marketing and promotional initiatives of USA Rice, are capitalizing on the lower prices that are making U.S. rice more competitive overseas.

USA Rice Vice President International, Mr. Hugh Maginnis said “The export promotion activities we implement in coordination with our FAS partners have helped boost consumption and imports of U.S. grown rice in just about every international market we service.” This price downturn has helped to maintain and grow sales in what has been a very competitive world marketplace and examples of strong export performance for U.S. rice in CY2017 can be found almost everywhere, he revealed. “Competitive prices are motivating our overseas customers to take a fresh look at U.S. rice,” he asserted.

USA Rice conducts more than 300 marketing activities annually in Mexico, which is USA’s number one market and where exports are up by about 20 percent in volume and three percent in value over the previous year.   Similarly exports of U.S rice are up 26 percent in volume and 11 percent in value, in Haiti, bolstered by targeted USA Rice TV and radio advertising and promotions. And thanks in part to targeted billboard advertising, trade magazine testimonials, growing sales online and with independent retail outlets, exports to the UK market have grown 49 percent in volume and 19 percent in value so far. Innovative marketing activities  of USA Rice like aggressive billboard advertising, both outdoors and in the shopping malls, have boosted the exports of long grain parboiled and medium grain rice to Saudi Arabia that are up 46 percent in value and 48 percent in value. Jordan is a market with even better performance, with U.S. medium grain sales up 79 percent in volume and 65 percent in value.

More U.S.-grown rice is heading to the tables of our overseas customers, providing fresh opportunities for a diverse global consumer market to experience the quality, consistency and value of USA Rice. “These trends point to a strong export performance for the remainder of the year. While this optimistic scenario can change due to a number of factors, the momentum in the export market is in our favor,” disclosed Mr. Maginnis.  U.S. exports of medium grain to Japan have taken a record 77 percent share of the SBS quota, as targeted foodservice promotions educate consumers about the versatility and taste of U.S. medium grain, he added.