Alpha 1 Presented with Retail Partner of the Year Award during 109th RMA Convention

NAPA, CA, June 23, 2008 — The USA Rice Federation presented the award for Retail Partner of the Year to Alpha 1 Marketing today at the USA Rice Millers’ Association Convention. 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.

USA Rice Federation Domestic Promotion Committee Chairman Terry Trice presented the award to Alpha 1 VP Sales and Marketing Rich DeSimone who accepted the award on behalf of Alpha 1, the Krasdale Foods and the C-Town, Bravo and Aim independent retailers. “We are proud to present this award to Alpha 1 Marketing for their outstanding efforts in promoting U.S.-grown rice,” Trice said.

Alpha 1’s wholesaler Krasdale Foods, is also being recognized for its support of National Rice Month as the product supplier to these stores. “With a large Hispanic customer base, promoting National Rice Month in September is an effective way to drive sales in our stores,” said DeSimone. Our promotional efforts last September resulted in a 450 percent increase in rice sales.”

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 as part of Hispanic Heritage Month, also in September.

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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U.S.-grown rice accounts for over 83 percent of the rice consumed in America. Rice is grown and harvested by farmers in five south central states and California according to the highest quality standards. The U.S. produces short, medium and long grain rice, as well as specialty rices including jasmine, basmati, and arborio, red aromatic and black japonica, among others. For more information, visit www.usarice.com.