ARLINGTON, VA – This past November and December, USA Rice participated in the Redner’s HealthCents program to encourage shoppers to ‘think rice’ during the holiday season. Redner’s dietitians promoted U.S.-grown rice in the company’s HealthCents magazine and weekly circular as well as in stores through displays and recipe demonstrations (see USA Rice Daily, November 23, 2015
). The combined promotional activities at the Mid-Atlantic supermarket chain reached an estimated 1.2 million shoppers and contributed to a 47.6 percent lift in U.S. rice sales.
For three weeks, U.S.-grown rice products were featured in HealthCents displays at each store location. During the same time, sampling events held in 30 higher traffic stores featured USA Rice’s Maple-Glazed Turkey with Cranberry Arugula Rice. In addition to the delicious recipe sample, shoppers also received recipe cards and the November/December issue of HealthCents magazine, which included U.S.-grown rice nutrition, versatility, and locally-grown messaging.
“The recipe demos were held just a week before Thanksgiving, which was a great time to get shoppers thinking about rice while planning holiday meals,” said Paul Galvani, chair of the USA Rice Retail Subcommittee. “Redner’s reported that more than 1,500 shoppers visited the sampling events and the overall feedback was positive – people thought the recipe tasted great, looked easy to make at home, and would even be an option for holiday leftovers.”
Redner’s Warehouse Markets Corporate Dietitian, Meredith McGrath, RD, LDN, also commented on the positive impact of the promotion, saying, “With high holiday traffic, wandering eyes, and consumers who are looking for affordable food and new recipes, this promotion was a great success -- after all, rice is a nutritious, affordable, and versatile pantry staple! Working with industry partners to promote U.S. agriculture, cooking meals at home, and healthful nutrition is a win-win for everyone.”