First in a series of three articles this week highlighting  

upcoming USA Rice NRM promotions

ARLINGTON, VA -- September is National Rice Month (NRM), the time to celebrate the rice harvest and "Reach for Rice" in the grocery store and school lunch line.

NRM toolkit

This year, the USA Rice Federation is working with supermarket registered dietitians (SRDs) to reach shoppers at the point of purchase.  An NRM toolkit containing consumer handouts, recipes, sample social media and blog posts, as well as media pitch ideas was distributed to more than 400 SRDs in June.

"The toolkit materials have been downloaded more than 2,000 times and dietitians at eight retail chains have indicated they will be using our materials in their shopper outreach during September," said Paul Galvani, chairman of the USA Rice Retail Subcommittee.  "We are optimistic that this pilot program will be a successful first step to working more closely with this influential group in the future."

Again this year, USA Rice is partnering with Advanced Fresh Concepts, the largest supermarket sushi distributor in the United States, to conduct an NRM promotion in grocery stores and military commissaries.  More than 2,000 stores across the country will feature sushi display case signage and 'Grown in the USA' stickers on sushi containers.  Last year, sushi sales increased five percent during the promotion.

This week, USA Rice announced the annual "Healthy Brown Rice on the Menu" Contest for K-12 foodservice directors and menu planners.  Schools are encouraged to serve brown rice and submit their dish in one of three categories - breakfast, lunch, or rice bowl.

"This contest is a great way to remind school menu planners about the versatility of U.S.-grown brown rice and that it can help them meet the school meal nutrition requirements," said John Hasbrook, chairman of the USA Rice Foodservice Subcommittee.

NRM is a well-known national promotion, strongly supported by rice producers and millers, educating consumers, health professionals, and foodservice operators about the benefits of U.S.-grown rice, and boosting U.S. rice sales nationwide.

Contact:  Katie Maher (703) 236-1453

Around Washington

USDA and the Ag War for Trade Policy Leadership KTIC Radio

Last week Janet Nuzum was nominated as Associate FAS administrator, responsible for overall trade policy coordination within USDA. Some observers believe her appointment will turn out to be an effort to undercut the Farm Act's requirement for a reorganization effort within USDA

WOTUS: A Scary Proposition Rice Farming

Around the Country

For The Record Los Angeles Times

Rice exports: An article in the Aug. 24 Section A about U.S. rice farmers hoping to enter the China market described the USA Rice Federation as a trade association that largely represents millers. The group said it also represents merchants and 90% of the nation's rice growers.

GMO Labeling Measure Gets Narrow 'No' Recommendation from Oregon Citizens Review Panel Oregonian

The Citizens Initiative Review Commission voted 11-9 to oppose Measure 92, which would require the labeling of food products containing genetically modified ingredients.

Around the World

Ice Bucket Challenge Morphs into Rice Bucket Challenge California News Wire

The Rice Bucket Challenge invites participants to help end world hunger by spreading weird photos of themselves, together with the organization's poster in the same picture, while also donating to the U.N.'s World Food Program.

Health and Nutrition

Can't Sleep? Try Eating Rice Daily Mail

In a study of nearly 2,000 people, the more rice they ate, the better they rated the quality of their sleep.

Uncle Ben's Launches Youtube Cooking Show Media Week

Uncle Ben's, the Mars food brand, has created a YouTube cooking channel as part of a campaign to encourage parents to cook with their children.