Gathering intel from meetings with importers
Dec 07, 2022
GUATEMALA & HONDURAS -- USA Rice put in some much-needed facetime with partners in Central America last week when Asiha Grigsby, USA Rice director of international promotions for the western hemisphere, set out on a dual country journey to check-in with some of the largest importers, distributors, and retailers in the region.
The week-long trip began in Guatemala City with a slate of meetings with importers who primarily import rough rice, but also stressed their desire for parboiled rice. Lack of supply has pushed many importers to source rice from South America, most notably, Brazil. Grigsby also met with retail markets, such as Walmart and La Torre, that were enthusiastic about participating in the 2023 Think Rice campaign.
“Central America is one of the top export markets for U.S.-origin long grain. It’s also a growing market for parboiled and sushi rice varieties,” said Grigsby. “To ensure that the Central American market remains accessible for U.S. origins, it is necessary that U.S. suppliers listen and respond to the needs of our import partners, fulfilling them to the best of their ability.”
USA Rice met with the U.S. Department of Agriculture (USDA) Foreign Agricultural Service (FAS) Agricultural Attaché Rachel Nelson and Agricultural Specialist Edith Vasquez to share upcoming promotional activities and the various challenges facing the U.S. rice industry that have greatly impacted supply in the Central American market. They thanked USA Rice for continual support of USDA activities such as the Thanksgiving Dinner Celebration and Sabor USA events that showcase U.S. agricultural products including rice.
“FAS emphasized their commitment to USA Rice activities in Guatemala, Honduras, and El Salvador, known as the Northern Tier, and they look forward to supporting our 2023 promotional activity schedule,” said Grigsby.
In San Pedro Sula, the heart of the Honduran rice industry, importers affirmed their decades-long working relationship with the U.S. rice industry, reiterating their preference for U.S. rice as more logistically viable than other origins despite and disappointment over recent lack of supply.
Regional retailers, such as La Colonia and El Colonial, are proud partners of the Think Rice campaign, and have fully incorporated the digital resources and point of sale materials at their stores. Both supermarket chains will continue to be partners in 2023.
In continued outreach, USA Rice will host several Central American importers and retailers during this week’s U.S. Rice Quality Symposium at the 2023 Outlook Conference in Austin, Texas. International delegates and local participants will have the opportunity to meet with breeders and U.S. suppliers, and get a first look at the newest varieties in development.