USA Rice has a three-pronged approach to increasing exports that is applied to address the unique marketing constraints in each targeted country.
First, trade policy seeks to gain meaningful access to markets through trade negotiations. Therefore, USA Rice is very active in the area of bilateral and multilateral trade negotiations, and works closely with USDA, the Office of the U.S. Trade Representative, and others to accomplish its trade agenda.
Second, food aid seeks to alleviate human suffering, and more recently with efforts by PVOs to monetize food aid, it has become an initial market entry/development tool in many countries. This past year especially USA Rice has been very active with private voluntary organizations, the White House, Congress, USDA, USAID, and the United Nations World Food Programme in an attempt to maximize the opportunity for U.S-grown rice in food aid.
Third, export promotion seeks to broaden trade channels through relationship building as well as building lasting preference through marketing activities.
Taken together, this strategy affords USA Rice Federation the opportunity to ensure that U.S. rice, in whatever form or type, enjoys the full benefits of the export market.