USA Rice “Tastes the Future” at Anuga 2021

Anuga-USA-Rice-Booth, two women show man samples of rice, everyone is wearing face masks
USA Rice's Eszter Somogyi (left) and Jesica Kincaid share U.S. rice samples with Clark Price, charge d'affaires with the U.S. embassy in Germany
Oct 13, 2021
COLOGNE, GERMANY – The USA Rice booth at Anuga, the leading global trade fair for the food and beverage industry, opened here last Saturday and closes today.  Food professionals from around the globe attend the trade show making it an excellent resource for gathering market information from across Europe, as well as the Middle East and Africa, learning about new market trends, the current supply and demand situation, and other trade-related topics.

“Anuga is a great opportunity to not only collect new trade leads and establish contacts with new potential customers, but also to meet with existing trade partners and several FAS posts from the region,” said Eszter Somogyi, USA Rice director Europe, Middle East, and Africa.  

Anuga is actually ten trade shows under one roof, representing every segment of the food and beverage industry, ranging from fine food to frozen food, showcasing specialty products and food innovations.

“It is a wonderful experience being at Anuga again,” said Chrissy Harp, account & new business development manager at American Commodity Company, who helped staff the USA Rice booth.  “It’s been more than a year and a half since we participated in-person international meetings, and being here allows us to establish and reconnect with business relationships as we spread the word about the high quality of U.S. rice, as well as industry achievements and on-going sustainability efforts – a topic of high interest among EU consumers.“

In 2019, 169,000 people from 201 countries attended Anuga, and, as one of the first trade shows in the region to be held in-person this year, the organizers bolstered attendance with a digital exhibitor platform called Anuga@home that was open to all who registered.

“It is important for USA Rice to be present at Anuga to show our commitment to the markets in the region,” Somogyi added.  “Many trade contacts visited our booth and we also collected several trade leads from interested buyers that will be shared with USA Rice members after the show.”