U.S. Rice Makes HealthCents for the Holidays

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Eat Right, Think Rice
Nov 23, 2015
ARLINGTON, VA – To encourage shoppers to cook with rice this holiday season, USA Rice is partnering with retail dietitians at Redner’s, a mid-Atlantic grocery chain of 45 stores located across Pennsylvania, Delaware, and Maryland.

Redner’s HealthCents magazine is written by their corporate dietitian and is published six times throughout the year, providing shoppers with timely health and wellness themes as well as recipes and meal solutions.  The November/December issue prominently features U.S.-grown rice in a two-page spread titled “Eat Right, Think Rice.”  The article includes U.S.-grown rice nutrition, versatility, and locally-grown messaging as well as the Think Rice logo and USA Rice’s new “Top 10 Reasons to Eat Rice Grown in the USA” infographic.  

“The article also includes two USA Rice recipes, perfect for the holidays – a rice pudding and Maple-Glazed Turkey with Cranberry Arugula Rice,” said Katie Maher, USA Rice director of domestic promotion.  “Both of these recipes showcase the versatility of rice and how it can be used from main dishes to dessert, and provide shoppers with new recipes to add to the table and even unique ideas on how to make holiday leftovers new again.”

The magazine will reach more than 10,000 shoppers in stores from November 8 – January 9, 2016 and is also available on Redner’s website which receives more than 21,000 unique visitors per month.

In addition, USA Rice’s Maple-Glazed Turkey with Cranberry Arugula Rice recipe and U.S.-grown rice nutrition messages were included in the HealthCents section of Redner’s weekly circular during November.  To further encourage shoppers to try the recipe, the dietitian also created a bundle sale featuring Redner’s private label U.S.-grown rice, cranberries, and turkey in the ad section.  

To top things off, dietitians are also promoting U.S. rice in stores through displays and recipe demonstrations.  For the month of November, the dietitian’s HealthCents display features U.S.-grown rice and USA Rice’s featured recipe was sampled for three days at TasteStation Sampling events in 30 higher traffic stores.  

Maher added, “These features work perfectly together – highlighting consistent messaging and the same recipe – to reiterate to shoppers to think rice while planning holiday meals.”

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