Haiti Promotions Persist Despite Logistical Challenges

Bongu-Billboard-in-Haiti shows green rice field, bags of white rice, and a Black man eating a spoonful of rice
Translation: Give me my Bongu rice
Jun 23, 2022
PORT-AU-PRINCE, HAITI – Haiti has been leaderless since the assassination of late President Jovenel Moise last July (see USA Rice Daily, August 17, 2021).  Gang violence coupled with weak governmental institutions have led to chaos and insecurity compounded by the already fragile economy, skyrocketing inflation, and devaluation of the local currency.

Despite these immediate challenges, USA Rice and Bongu rice brand forged a partnership to execute a billboard promotion with installations in ten towns in and around this capital city.  The 8x10 foot billboards feature sacks of U.S.-origin rice and a satisfied consumer enjoying his meal. The USA Rice and Bongo brand logos are emblazoned on each billboard.

“We are excited to work with Bongu, the fourth largest importer of U.S. rice in the country, and an important partner for our imports,” said Asiha Grigsby, director of international promotions for the western hemisphere.  

Bongu is the first importer to partner with USA Rice with a 30 percent contribution to the promotion.

“Bongu saw the value in extending their reach by teaming up with us,” said Grigsby.  “USA Rice is open to working with all U.S.-origin rice importers to create and enhance marketing activities that promote the sale of U.S. rice.”

Haiti is the largest milled rice market for the United States.  In the first quarter of 2022, the U.S. exported more than 154,000 MT of rice valued at $87.7 million.