USA Rice Federation Names 2007 Retail Partner of the Year

ARLINGTON, VA, March 27, 2008 —

CONTACTS: Megan Warmouth, Gordon Hanrahan, Inc. at (312) 372-6862, mwarmouth@gordonhanrahan.com, Molly Johnson (703) 236-1448, mjohnson@usarice.com

USA Rice Federation is proud to announce the 2007 Retail Partner of the Year award winner is Alpha 1 Marketing of White Plains, NY. This honor is given to the organization that displays, merchandises and promotes American-grown rice in creative and profitable ways during September National Rice Month.

Alpha 1 develops merchandising and marketing programs for more than 230 C-Town, Bravo and AIM supermarkets in New York and New Jersey. The stores promoted U.S. rice in weekly newspaper ads, massive floor-to-ceiling end-cap displays, competitive price points, customized POS materials and in-store cross-promotions with items featured as part of Hispanic Heritage Month. These efforts resulted in a 450 percent increase in rice sales in September.

Krasdale Foods, Alpha 1’s wholesaler and sister company, is also being recognized for its support of National Rice Month as the product supplier to these stores.

“Our entire team is very proud to receive this award on behalf of Alpha 1, Krasdale Foods and the C-Town, Bravo and AIM independent retailers,” said Rich DeSimone, VP Sales and Marketing for Alpha 1. “We have a strong Hispanic customer base, and promoting National Rice Month and Hispanic Heritage Month is a natural combination based on the importance of rice in Hispanic culture.” USA Rice will present the award in June during the Rice Millers’ Association convention in Napa, CA.

Sponsored by the USA Rice Federation, the goal of National Rice Month promotions is to increase awareness, sales and consumption of U.S.-grown rice. In 2007, National Rice Month activities generated 300 million consumer exposures and resulted in 7,300 in-store rice displays nationwide.

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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.