Half the U.S. rice crop is consumed in the United States while the other half is exported. Therefore, USA Rice Federation executes programs geared toward both increasing consumption of U.S. rice in the United States and overseas. We use a variety of tools to accomplish this effort, including marketing to consumers, foodservice, food processors, retail markets, and trade servicing efforts for importers, traders, and mills, policy advocacy that creates a favorable environment for U.S. rice to compete, and food aid efforts for rice to supply humanitarian needs both at home and abroad.

The strategic goal of the Domestic Promotion Program is to increase domestic awareness and usage of U.S. rice products using an integrated marketing program that contains measurable objectives and to build awareness and use of U.S. rice-based products with an integrated marketing program leveraging current lifestyle trends.

International USA Rice has a three-pronged approach to increasing exports:

• An aggressive trade policy program that seeks to gain meaningful access to markets by eliminating tariff and non-tariff barriers to trade. 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.
• Food aid USA Rice is very active with private voluntary organizations, the White House, Congress, USDA, USAID, and the United Nations World Food Programme to maximize the opportunity for U.S-grown rice in food aid.
• Export promotion seeks to increase consumption and sales of US rice overseas. This coordinated approach offers the US rice industry the best opportunity to ensure that U.S. rice, in whatever form or type, enjoys the full benefits of the export market.

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