Jul 14, 2021
LONDON, UK – In late 2019, USA Rice launched social media platforms here using the handle @usariceintheuk, and focusing on Instagram and Facebook. The timing of the launch proved prophetic as social media usage around the world increased dramatically during the COVID-19 pandemic. Recent research indicates that 79 percent of the UK population are active social media users, an increase of 4.4 percent or an additional 2.3 million users since early 2020.
The USA Rice feed includes messaging on the sustainability of U.S. rice, plus recipes and videos featuring U.S. long and medium grain rice, as well as brown and wild rice in response to the health-conscious trend of using more whole grains.
“We’ve found an effective way to increase engagement on social media is by hosting competitions,” said Eszter Somogyi, USA Rice director for Europe, Middle East, and Africa. “The last four-week competition we ran garnered 894 entries! The winner received a virtual cooking class for two people, including their choice of cuisines incorporating U.S.-origin rice, a rice cooker and pans, as well as a selection of U.S. rice brands available on the UK market, all donated by local importers.”
There is a great variety of U.S rice available in the UK market, and USA Rice has developed consumer messaging designed to educate shoppers on the benefits of using various types of U.S. rice, suitable to different ethnic cuisines.
“We will continue promotional efforts in both the digital space and the real world, tapping into opportunities for growth in the different market segments here,” said Somogyi. “The cooperation with local U.S. rice importers is an important part of these activities and we appreciate their support.”