ARLINGTON, VA -- USA Rice is launching a new domestic promotion initiative with the goal of having more U.S.-grown jasmine rice added to menus by getting restaurants to switch from imported rice to domestic. The new initiative rolls out this fall as an “aromatic mailer” being sent to more than 100 foodservice operators, chefs, and purchasers, and consists of a branded box containing a 5-pound bag of U.S.-grown jasmine customized with the Think Rice logo and a call out to the state where the rice was produced.
“Jasmine is the fastest-growing rice variety in the United States right now, appearing on 26 percent more restaurant menus and 108 percent more fast food menus over the last four years, so the timing of this foodservice promotion is perfect," said Cameron Jacobs, USA Rice manager of domestic promotion. “Promoting U.S.-grown aromatics is a priority for domestic promotion and what better way to showcase the variety than actually providing a sample of it to the people in the foodservice sector responsible for menuing, purchasing, and promoting.”
The custom bags were created by bag manufacturer HubCo and feature the Think Rice logo with the tagline “Rice to Meet You.” Also in the box is a six-panel brochure highlighting the growth, versatility, and cooking applications of jasmine rice, and importance of sourcing U.S.-grown rice.
USA Rice members who produce jasmine rice and volunteer to be part of this program will receive a shipment of the bags, and, post filling, the producing state will be highlighted on the front of the bag.
“This is a great opportunity to showcase U.S.-grown jasmine to some of the most well-known restaurant chains in the country and I would love to have all the states that grow jasmine participate,” said Jacobs. “I encourage members interested in having their rice included in the promotion to reach out to USA Rice to make sure they don’t miss this opportunity!”
If you’re interested in taking part in the aromatic mailer promotion or for more information, please contact
Cameron Jacobs.