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
UK influencer Danny Longlegz sharing the secret for the best jolloff rice
Sep 20, 2023
LONDON, UNITED KINGDOM – USA Rice joined in the carnival season this year here, which traditionally takes place in the United Kingdom (UK) mid-August – early September, around the time of the iconic Notting Hill Carnival, the most chaotic and colorful event to take place in London. Carnival is one of the longest running street parties in the world, started by London’s Caribbean communities in 1966, as a celebration of freedom and Caribbean culture, with an iconic parade showcasing the best of mas, soca, calypso, steel bands, and sound systems, and attended by more than two million people every year.
“Throughout the country, people celebrate the carnival season, spending time outdoors with family and friends, enjoying barbecue and Afro-Caribbean dishes, for which U.S. long grain parboiled rice is a key ingredient,” said Eszter Somogyi, USA Rice director Europe, Middle East and Africa.
USA Rice got in the carnival spirit with a promotion co-sponsored by two local U.S. rice importers here that utilized outdoor and print media, as well as radio and TV advertising to deliver key messaging to consumers, highlighting the high quality of U.S. rice and its suitability for Caribbean cuisine. Additionally, point of sale materials were placed in ASDA, one of Britain’s leading retailers, to spur sales of the local U.S. parboiled rice brand that’s stocked in the World Food Segment of these stores.
In addition to traditional media, USA Rice worked with two local social media influencers popular in the Afro-Caribbean community, who developed authentic recipes featuring U.S. rice: Jolloff rice with plantain, and Jamaican rice and peas. The recipe posts garnered a combined total of 551,013 impressions with 84,829 views.
U.S. rice sales to the UK amounted 18,300 MT with a value of $14.6 million in the period January-July 2023, which is a 9 per cent increase in value terms, and a 16 percent decrease in volume.