The single largest U.S. long grain rice consumption group in the UK is Chinese restaurants. There are around 22,000 Asian and Oriental restaurants and takeaways in the UK, importing over 12,000 MT of U.S long grain rice annually. Long grain is a specific requirement for this sector due to its cooking attributes and complement to Chinese food and cuisine. Additionally, in 2017 U.S. long grain parboiled rice sales started to pick up in the Afro-Caribbean ethnic sector as well. The Caribbean food market is not only experiencing a growth in the restaurant and street food sector, it has also enjoyed a 15% year-on-year growth in UK retail.
USA Rice Activities
USA Rice works with rice importers and conducts marketing activities targeting the ethnic and wholesale segment, as well as the retail market. Activities include outdoor advertising, in-store branding and print advertising to communicate the high quality of U.S. rice.