USA Rice Federation Names Independent Retailer of the Year

ARLINGTON, VA, July 22, 2008 — USA Rice Federation named Seitter’s Market of New Haven, Missouri their Independent Retailer of the Year. This honor is given to the independent retailer that displays, merchandises and promotes U.S.-grown rice in creative and profitable ways during September National Rice Month.

Named the 2007 Store Contest winner as well, Seitter’s Market was recognized for outstanding promotional efforts on behalf of the U.S. rice industry. Seitter’s Market increased rice sales more than 26 percent during September by featuring U.S. rice items in a new deli recipe every day, running weekly ad specials on rice and conducting an interactive “The Rice is Right” game for customers.

“This was the first time we entered a promotion contest and we’re so excited to win, especially knowing that we’re helping to support rice farming in Missouri and in the U.S.,” said Lisa Kissee, an owner of Seitter’s Market.

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. For information and materials for the 2008 National Rice Month promotion, go to usarice.com/retail.

U.S.-grown rice accounts for nearly 83 percent of the rice consumed in America, and there is an ample supply of U.S.-grown rice for the domestic market. 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.