Presenting market realities

The past year has seen both positive trade results, including a recent sale of 60,000 MT of U.S. long grain rice, but also frustration when U.S. tenders fail even while we remain price competitive vis-à-vis other South American origins.

The meeting with the Trade Minister was intended to better understand the tendering process and the rationale for certain requirements contained in the tender documents.  In addition to USA Rice members and staff, USDA/FAS Minister Counselor for Iraq Ron Verdonk attended the meeting.  USDA and the U.S. Department of State have been extremely engaged and helpful to the U.S. rice industry as we try to gain reliable and consistent access to the Iraqi rice market.

The U.S. team also reiterated a long-standing invitation for the Trade Minister and members of the Grain Board to visit rice country in the United States this summer.  The Minister has indicated that he will try to schedule a visit before September and USA Rice will develop an appropriate itinerary to accommodate the Minister's schedule. 

Contact:  Jim Guinn (703) 236-1474

Chef Nick Liu

TORONTO, CANADA -- In an effort to make inroads with Canada's multicultural society, USA Rice is focusing recent promotion efforts here on a particular target market -- Chinese Canadians.

USA Rice launched a media campaign aimed at this typically white rice consumer group to increase awareness, consumption, and sales of brown rice.  USA Rice educational materials were translated into Chinese, along with four Asian recipes developed by one of Toronto's hottest culinary stars, Chef Nick Liu.

"Creating brown rice recipes for this campaign was a natural fit for me," said Chef Liu.  "I embraced the recipe development, adopting the same culinary approach I use for my restaurant's menu creations, which draws upon both my Chinese heritage and Canadian upbringing.  I combine Asian flavors with local ingredients to create delicious recipes where brown rice is a natural fit."

The recipes and brown rice information were featured in nearly 50 articles and garnered three million media impressions in Chinese publications.  A recent grocery store audit here revealed that T&T, a popular Chinese supermarket, offers more than 35 products featuring U.S.-grown rice, six of which are brown rice.

Contact:  Sarah Moran (703) 236-1457