Sep 01, 2020
ARLINGTON, VA -- Today marks not only the start of National Rice Month (NRM), but the 30th anniversary of the month-long celebration of the U.S. rice industry! Initiated by an act of Congress, Proclamation 6323 officially designated September as National Rice Month to raise awareness of U.S.-grown rice and recognize the contributions the U.S. rice industry makes to America’s economy. The proclamation was signed by President George H.W. Bush in 1990, and every September since, USA Rice has conducted activities centered around National Rice Month that promote consumption of U.S.-grown rice. This year is no different.
“The 30th anniversary of National Rice Month gives us a lot to celebrate, especially in a unique year like 2020,” said Cameron Jacobs, USA Rice domestic promotion director. “Everyone in the U.S. rice industry deserves special recognition for working around the clock to keep Americans fed during the pandemic, and for ensuring the successful harvest of next year’s crop.”
NRM outreach starts with new editions of the school foodservice newsletter and the domestic promotion newsletter, both filled with recipes, tips, and industry profiles. Several consumer recipe contests are planned, including one with FeedFeed, the largest digital & culinary online food community, reaching tens of thousands of home chefs every day. USA Rice and rice cooker manufacturer, Zojirushi, are promoting NRM through a series of standalone giveaways and a segment by YouTube influencer Emmymade. USA Rice also will host a separate NRM recipe contest for short and medium grain recipes.
“This month we’re utilizing our existing network of influencers from Feedfeed and Registered Dietitians (RDs) to encourage consumption of U.S.-grown rice by having them share new recipes and health tips with their followers,” said Jacobs. “USA Rice has got our own dedicated social media campaign for the entire month, across all platforms, providing a daily dose of rice facts, farmer spotlights, and favorite recipes to celebrate the harvest of our great grain and everything and everyone that makes it possible.”
Of course, NRM would not be complete without the annual Scholarship Video Contest! Thanks to the generosity of new scholarship sponsor American Commodity Company (ACC), this year’s winners will be awarded bigger prizes totaling $10,000. High school seniors from the six primary rice-growing states submit 3-minute videos that are judged on their creativity, quality, and effectiveness in telling a unique story about U.S.-grown rice. The contest runs through October 31.
“This is our time to “rice and shine,” and we’re taking advantage of the opportunity to reach new consumers with U.S. rice messaging while driving organic social content and highlighting the contributions of the U.S rice industry to this country,” concluded Jacobs.