Jordan is the largest single Arab market for U.S. medium grain rice exports and continues to be a growth market. Rice is a staple and the average yearly consumption is estimated at 53 lbs. per capita, yet the country produces no rice. Total annual rice imports were estimated at 207,000 MT in 2019 and the U.S. is the major rice supplier, providing 93,300 MT, valued at $75 million. The most popular national dish, mansaff, uses U.S. medium grain rice.
USA Rice Activities
There are many well-established and known U.S. rice brands available in the market, clearly identifying U.S. origin. USA Rice works with these brands to promote U.S. rice, focusing the majority of promotional activities before and during the holy month of Ramadan, as this is the highest rice consumption period in the Arab world. Activities include outdoor advertising, in-store promotions and branding, radio and print advertising, as well as social media.