USA Rice Federation Names Chain Retailer of the Year

ARLINGTON, June 12, 2007 — Contact: Molly Johnson, (703) 236-1448

The USA Rice Federation is proud to grant the Chain Retailer of the Year Award to H-E-B Grocery of San Antonio, TX.

The award recognizes H-E-B’s outstanding promotional efforts on behalf of the U.S. rice industry. USA Rice Federation Domestic Promotion Committee Chairman Charles Trahan presented the award at the Rice Millers Association (RMA) convention in Nassau, Bahamas.

“The U.S. rice industry appreciates his efforts and salutes H-E-B for its successful rice promotions,” Trahan said.

H-E-B, which has promoted the rice category every year during September National Rice Month since the promotion began 17 years ago, is the only three-time Retailer of the Year honoree. H-E-B had record rice sales during September 2006 for its promotion of rice through newspaper flyer advertising, in-store displays and rice product pricing specials, and its support of Texas agriculture by honoring local rice farmers on its Bay City, TX, store marquee.

Brad Garison, business development manager for H-E-B Grocery, accepted the award on behalf of the company and spoke to RMA conference attendees about H-E-B customer demographics and the important role U.S. rice plays at H-E-B.

Garison credited the success of H-E-B’s National Rice Month sales increases to his partnership with the USA Rice Federation, and described his plans for expanding the number of rice promotions from nine to 15 this year. H-E-B will also give greater prominence to rice recipes in promotional materials to support rice usage, he said.

“We look forward to continuing a successful collaboration that will drive American-grown rice sales and consumption,” Garison said.

He also discussed new uses of rice in foodservice promotions as an extension of H-E-B’s rice presentations. “We are putting it [rice] at the center of the plate every day, so when consumers think protein, they think of pairing it with rice,” Garison said.

The USA Rice Federation Retailer of the Year Award honors retailers that display, merchandise and promote rice in creative and profitable ways during September National Rice Month.

For more information on the U.S. rice industry, visit the USA Rice Federation Web site, www.usarice.com.

Caption: H-E-B’s Brad Garison, right, accepts Chain Retailer of the Year award from Charles Trahan, USA Rice Domestic Promotion Committee chairman.

Photo available on www.usariceimagelibrary.com

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USA Rice Federation is the national advocate for all segments of the rice industry, conducting activities to influence government programs, developing and initiating programs to increase worldwide demand for U.S. rice, and providing other services to increase profitability for all industry segments.