Market Overview
Mexico is the largest export market for U.S. rice and has been for years, bringing in $275 million in 2019. Mexico imports more than 20 percent of all U.S. rice exports. The per capita rice consumption is low at 16 pounds but over the past 15 years, rice consumption has grown 43 percent while the population has only grown 22 percent.
The U.S. is the predominant rough rice supplier for Mexico but since 2017 has faced competition from Uruguay and other South American producers. The 2020 passage of the modernized NAFTA, the U.S.-Mexico-Canada Agreement (USMCA) provides long-term market certainty for U.S. exports shipped to Mexico, despite diversification of sourcing.
USA Rice Activities
USA Rice develops approximately 300 dynamic promotional activities during the year to strategically educate consumers on the versatility and nutritional benefits of U.S. rice. Activities include: Consumer education seminars; in-store demos and seminars; chef seminars and cooking contests; restaurant promotions; cookbooks; regional rice festivals; advisory panels; recipe development; social media and media placements. USA Rice also works to positively influence U.S. rice brand loyalty in Mexico through our various promotional activities that highlight brands that source U.S. origin rice and our “Authentic USA” logo.