Market Access & Promotion
Rice is one of the world’s most widely consumed grains and the primary dietary staple for more than half the world’s population. American rice farmers grow 9 million tons of rice each year, just more than half of which is exported to more than 120 countries.
The U.S. Department of Agriculture's Market Access Program (MAP), Foreign Market Development (FMD) Program, and Agricultural Trade Promotion Program (ATP) help the rice industry open foreign markets and promote our products abroad, with a proven track record of success in more than 30 overseas markets. Learn more about our international market promotions below.
International Promotions
Recent News
Sep 10, 2019
KAWASAKI & SHINMISATO, JAPAN – Earlier this month, 20 of the 26 Costco outlets in Japan hosted in-store demonstrations featuring U.S. medium grain rice designed to highlight and promote the first-ever U.S. rice milled and packaged for retail sale here.
“I visited two Costco outlets near Toyko to observe the demos and it appeared that consumers there were very interested in U.S. rice,” said Yumi Kojima, the USA Rice contractor who manages promotions in Japan. “Quite a few of the shoppers knew about California rice and, when offered a taste test of the U.S. medium grain, were impressed by the quality, flavor, and texture.”
The demonstrations targeted individual consumers as well as small “mom and pop” restauranteurs who shop at volume sellers like Costco.
“Local foodservice rice users are frustrated with the government policy toward rice which incentivizes production of ‘premium’ varieties and rice for animal feed, but has left foodservice establishments clamoring for access to more reasonably priced rice,” said Kojima. “Fortunately, U.S. medium grain fits their needs very well, not only in terms of price but also quality.”
Additional demonstrations at other retail chains featuring U.S. rice are planned for later this year.
Japan is the second largest market for U.S. rice based on value ($270 million in 2018), trailing only Mexico.