ARLINGTON, VA -- This week, USA Rice took the first step in launching its new consumer marketing campaign, Think Rice, by updating its social media handles and profile icons on Twitter, Facebook, Instagram, and Pinterest.  Think Rice is the new face of domestic promotion programs and USA Rice consumer marketing initiatives. 

 

"From the focus groups we conducted last year, we learned that the USA Rice logo does not resonant with the average consumer," said Katie Maher, manager domestic promotion programs.  "While the logo is great for our communications with members of Congress and government agencies, it does not clearly convey the messages we want to send to consumers."

 

Maher said U.S.-grown rice is in a position to benefit from the trends that are driving consumer food decisions, and the catchy mantra and fun graphic can help.  "Think Rice is a compelling call-to-action that will resonate with a broad demographic and strongly position rice as healthy, versatile, safe, sustainable, and locally-grown food choice," she added.

 

"We've noticed that today's chefs, health professionals, retailers, and consumers are all interested in the same types of information," said Maher.  "So, we saw an opportunity to revive domestic promotion messaging with Think Rice; we can use this theme across program platforms to leave a lasting impression on Americans and support our goal of creating awareness for U.S.-grown rice."  

 

Think Rice will make its culinary debut at next month's Worlds of Flavor conference, hosted by the Culinary Institute of America.  Conference signage and an ad in the program will feature the new logo.  In the coming months, Think Rice will be seen on the USA Rice website, in educational materials, promotional items, informational videos, advertising, and more.

 

Contact:  Deborah Willenborg (703) 236-1444

 

ARLINGTON, VA -- The USA Rice Federation is organizing a seminar to educate the Taiwan rice trade about a number of U.S.-grown varieties, including some that are new to the market. The seminar, primarily for importers and millers, is scheduled for May 19 in Taipei, Taiwan.

 

"It has been a number of years since we conducted this type of seminar in Taiwan and there are new players in the market," said USA Rice's Vice President of International Promotion Jim Guinn. "Southern medium grain is arriving in Taiwan this spring and Taiwan has tendered for southern long grain rice as well."

 

Guinn continued, "We're looking for a spokesperson from the southern industry and one from California, who can travel at their own expense, to present the physical, chemical, and cooking characteristics of the different varieties presented at the seminar. We will also need rice samples for display and tasting (see below)."

 

All samples will be sent to Yeedon Enterprise Corporation in Taipei and require the following documentation: certificate of origin, phytosanitary certificate, commercial invoice, packing list, and GMO-free certification.  

• Short grain:  Koshihikari Milled Rice, 15kg
• Medium grain:  Calrose Milled Rice, 10 kg; Jupiter Milled Rice, 10 kg; Jupiter Brown, 5 kg
• Long grain:  15 kg x 2 milled varieties, and 5kg brown variety

If you can assist in this seminar or need additional information, please contact Bill Farmer as soon as possible.

 

Contact:  Bill Farmer (832) 302-6710

Front row, from left:  Paul Johnson, Dustin Harrell, "Swamp Person" Troy Landry, Nicole Creason, and Collin Holtzhauer.  Back row, from left:  Chuck Wilson, Hudgens Jeter, Nat McKnight, and Greg Van Dyke.