Mexico is the largest export market for U.S. rice in both volume and value. The per capita rice consumption is 16 pounds. Statistics show that Mexico imports more than 20 percent of all U.S. rice exports. Over the past 15 years, rice consumption has grown 43 percent while the population has only grown 22 percent.
The United States had been the sole supplier of rough rice to Mexico until 2017. Current discussions about the modernization of NAFTA have led to accelerated diversification of origin imports. Currently Mexico sources rice from numerous South America and Asian countries, as well as the US.
USA Rice Activities
USA Rice sponsors more than 300 dynamic promotional activities during the year to strategically educate consumers on the versatility and nutritional benefits of U.S. rice. The 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; PR 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.