ARLINGTON, VA - For many years, the United States has been the rice supplier of choice for Mexico, benefiting from a logistical advantage, strong contract performances and the ability to promptly ship specific quantities of rice, including rough/paddy. However, the new reality in the Western Hemisphere is that none of our export markets are guaranteed, and as we reported earlier this week, Brazil has recently been cleared to begin exporting paddy rice into the U.S.'s number one market, Mexico. In order to maintain a dominant market share for both milled and paddy rice in the Western Hemisphere, U.S. rice must remain competitive, and competitiveness comes in many forms: quality, price, reliability, and efficiency.  

Coming this Fall

The USA Rice Federation is positioning U.S.-grown rice as the premium product in the Mexican market with, among other things, the development of a packaging logo to help consumers identify U.S. origin rice and rice products. The approved logo, called the American Seal, is in the legal registration process in Mexico and should be available for use this Fall.

The American Seal is available to rice milled and packed in the U.S.; shipped bulk as milled and packaged in Mexico; or, imported as rough rice and milled/packaged in Mexico. There are no restrictions on what entities can use the Seal, although they must sign the licensing agreement and abide by its terms.

Gluten free materials for Mexico

Promotional activities are another way USA Rice is increasing appreciation for U.S. rice in Mexico. A recent campaign with the Association of Celiac Disease in Mexico reached a broader audience actively seeking a gluten-free lifestyle. This educational campaign came in response to Mexican consumers becoming more aware of celiac disease and being concerned about improving their diets, and included media placements in a variety of culinary magazines as well as up-to-date information and rice recipes for print, radio, and television media.

Mehor chef!

USA Rice also produces original content television programs for the Mexican market  targeting the country's foodservice sector, as well as consumers interested in high-end recipes, who want to learn how to include U.S. rice in their gourmet menus.

One program, "Cocinando con," received an award from the chef association, Vatel Club México, for culinary excellence in showcasing gastronomy in Mexico. Last month, USA Rice conducted a total of twelve "Arroz Gourmet" TV shows on the national television station KW, where renowned chefs representing Mexico's most recognized restaurants, hotels, and culinary schools prepare dishes featured on their menus which use U.S.-grown rice as the main ingredient.

"The popularity of original content programs has expanded exponentially," said Jim Guinn, USA Rice vice president of International Promotion.   "In addition to the initial transmission, KW regularly rebroadcasts episodes and reports high interest from viewers. The programs are also available via a variety of social media sites, including YouTube and Facebook. Extensive media exposure like this drives awareness and increases demand for U.S.-grown rice in Mexico."

Guinn says the recent potential entrance of Brazil into the paddy rice market in Mexico ("Mexico Market Under Attack - Part One:  Brazilian Paddy Rice Cleared for Import" USA Rice Daily May 19, 2014) makes these outreach and branding efforts all the more important. He adds that USA Rice will continue and expand the successful programs as they actively seek to preserve the U.S.'s largest export market.

Contact: Sarah Moran, (703) 236-1457

So far, so good

WASHINGTON, DC -- The House and Senate Agriculture Appropriations Subcommittees both met yesterday and approved their respective versions of the fiscal year 2015 Agriculture Appropriations bill.  As approved by both subcommittees, the legislation includes full funding of $200 million for the Market Access Program (MAP) and $34.5 million for Foreign Market Development (FMD), as authorized by the 2014 Farm Bill.  With approximately 50 percent of the U.S. crop bound for foreign markets each year, these programs are vital for a vibrant U.S. rice industry.

Both House and Senate Agriculture Appropriations bills contain provisions that are important to the rice industry, including funding for MAP and FMD, as well as funding for the PL 480 Food for Peace Program, agriculture research initiatives, and the Women Infants and Children feeding program.

"The USA Rice Federation signed a coalition letter in support of maintaining the 2014 Farm Bill authorized levels for MAP and FMD," said USA Rice Vice President of Government Affairs Reece Langley. "In meetings with House and Senate Agriculture Appropriations Subcommittee members, the broad agriculture coalition emphasized that support for these programs spans all parts of the country."

 Contact: Lauren Echols, (703) 236-1440

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