USA Rice Federation Unveils New Tagline:

"Rice. A World of Great Ideas."

New York, NY, July 21, 2004 — Following months of consumer research and focus group testing, the USA Rice Federation today announced its new tagline, “Rice. A world of great ideas.,” to food journalists gathered for a press event at Chef Thomas Keller’s hip new restaurant, Per Se. The choice of tagline reflects the unsurpassed versatility consumers say they value most about rice.

During the past couple of decades rice has exploded onto the culinary scene, due in large part to its versatility – new varieties, more convenient products, the rising popularity of ethnic cuisines, and more sophisticated consumers who are moving beyond white and brown rice, and now stocking pantries with a wide array of rices, each suitable for different recipe applications.

“As Americans become more food-savvy and experiment with rice in a multitude of cuisines, the enthusiasm for rice continues to mount,” said Kimberly Park, Sr. Director of Domestic Promotions for USA Rice. “From sushi, to paella, pilafs, or puddings, its unrivaled versatility has all of America embracing rice in a whole new way.” At about 26 pounds per capita, rice consumption is nearly double that of the mid ‘80s. According to USDA’s Economic Research Service, per capita consumption is projected to continue to rise over the next decade.

“This tagline is a critical initiative for the U.S. rice industry,” notes Stuart Proctor, President and CEO of the USA Rice Federation. “It demands attention, inspires our target audiences, and presents a contemporary image that will help us continue to build awareness and extend usage of rice-based products.” The new tag line was instrumental in the design of the USA Rice Federation’s new Web site, www.usarice.com, and will be used in public relations and advertising campaigns.

The USA Rice Federation is the national advocate for all segments of the rice industry, conducting programs to build awareness of the many attributes of rice and increasing worldwide demand for U.S. rice. Arkansas, California, Florida, Louisiana, Texas, Mississippi, and Missouri produce high-quality varieties of short, medium and long grain rice, as well as specialty rices including jasmine, basmati, arborio, red aromatic and black japonica, among others.

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