MEXICO CITY, MEXICO - Last year, USA Rice conducted market research into the

U.S. grown rice has sparked Gomez's imagination

institutional sector in Mexico with funding from USDA's Emerging Markets Program.  That research found that while the institutional sector as a whole consumed more than twice the amount of rice as the average Mexican, there were several middle-sized companies that were willing to, and interested in, increasing their usage of rice, if they could learn more.

Last month, USA Rice partnered with the Mexican government to conduct a rice cooking competition here with employees from the global technology company, Philips Corporation.

Nearly 20 contestants received cookbooks and recipe brochures as educational and motivational materials, but were then encouraged to get creative with their rice recipes that had to feature U.S.-grown rice and would be presented back to their co-workers.

"I am impressed by the infinite possibilities that rice offers in the kitchen," said Rosa Elena Rios Gomez, second place winner of the competition.  "It is an innovative ingredient that has sparked my imagination and will certainly be a staple in my daily diet."

The competition was conducted by USA Rice in coordination with the Centro de Seguridad Social Morelos (Social Security Center Morelos) of the Mexican Social Security Institute (IMSS).  IMSS is a governmental organization that assists and protects the public health, pensions, and social security in Mexico; it is the largest social institution in Latin America, and their representatives were pleased with the event.

"This contest was extremely beneficial for the Philips employees," said Noemi Chavez Flores, Director of the Social Security Center Morelos.  "Thanks to USA Rice, they now have learned that rice provides an easy, versatile, and fast way to prepare recipes that are healthy and above all, delicious."

"These events are great outreach for U.S.-grown rice because it not only encourages institutional cafeterias to use more U.S. rice, it also helps show individuals what they can do with U.S. rice at home," explained Jim Guinn, USA Rice's vice president of international promotion.

Contact: Sarah Moran (703) 236-1457