USDA ATO Director Joe Lopez flanked by USA Rice chefs.

GUADALAJARA, MEXICO -- Last month, the USA Rice Federation participated in the annual Expo ANTAD trade show, the preeminent trade summit for the retail industry in Mexico. Organized by the National Retailer Association in Mexico (ANTAD), the show is an internationally recognized platform where retailers, manufacturers, and distributors come together to strengthen and encourage trade relations. 

This year, Expo ANTAD had 3,500 booths drawing more than 42,000 attendees representing leading decision makers from supermarket chains, wholesalers, distributors, and buyers. In addition to the thousands of retailers in attendance at the event, more than 20 retail chains affiliated with ANTAD had large booths at the expo which acted as purchasing offices during the show. These affiliated retail chains, which represented about 6,000 supermarkets nationwide, including Walmart, Commercial Mexicana, Chedraui, and Soriana, are where many of USA Rice's promotional activities are held in Mexico.

The USA Rice booth was prominently located near the high-traffic entrance within the USA pavilion, which was sponsored by the U.S. Department of Agriculture's Agricultural Trade Office (ATO). During the three-day event, USA Rice chefs conducted rice cooking classes several times each day. These cooking classes served as a sample of our in-store promotions and were of great interest to the retailers.

Crowd pleasing cooking demo

"The primary focus of our promotion efforts was to introduce the new American Rice logo to the retail industry and explain the benefits of purchasing U.S. grown rice," said Brian King, USA Rice's chairman of the Western Hemisphere Subcommittee. "There were several rice packers and wholesalers present at Expo ANTAD who expressed interest in purchasing U.S. rice and using the logo on their packaging."  

With more than 110 million consumers, Mexico continues to expand its taste for U.S. food products. The supermarket industry in Mexico has been particularly active, upgrading their store formats and imported selections along with major acquisitions making already strong performers even larger. USA Rice has devoted many of our activities to this market segment, including more than 100 in-store demonstrations in 2014, along with the development of the American Rice logo.

Contact:  Sarah Moran (703) 236-1457

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