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Please pass the rice
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ANKARA, TURKEY -- USA Rice Federation promotions in Turkey have led to significantly increased sales this year. Exports to Turkey have increased 220 percent (to 142,000 MT) in the first six months of the year over the same period last year. In terms of value, exports have increased 313 percent to nearly $84 million.
USA Rice promotions focused on the Muslim holy month of Ramadan earlier this summer because the month represents the highest rice consumption period throughout the year (see other story). Activities reached a record number of consumers, driving awareness for U.S. rice brands, with U.S. rice articles and recipes with colorful photos being placed in Turkey's major daily and online newspapers, magazines, and more than 100 online portals. The estimated value of this unpaid publicity exceeded $85,000 and garnered an additional 2,900 followers on Facebook.
Building on the success of these promotion campaigns, plans are underway for U.S. rice to be featured at a cooking competition later this year and for USA Rice to participate at Worldfood Istanbul 2014, a food show on September 4-7.
Later that month, USA Rice is sponsoring a trade seminar for the Turkish Food Importers Association (TUGIDER) and Packers Association (PAKDER), major importers and packers of rice in Turkey. Discussion topics include U.S. medium grain markets, trends, crop status, U.S. rice varieties, and an examination of difficulties facing the rice industry in Turkey.
"We're very pleased with the results of our program so far," said Jim Guinn, USA Rice vice president of international promotion. "We're looking forward to continuing our branding and awareness campaign at the upcoming seminars where we expect to both hear about issues important to Turkish industry, and secure a solid market for U.S. medium grain rice."
Contact: Eszter Somogyi, 011-49-40-4503-8667
