Turkey has a population of approximately 80.8 million, almost half of which is below the age of 30. Turkey’s urban areas and western provinces consume the most rice, while rural inhabitants consume substantial amounts of bulgur. As the population continues to urbanize, the consumption of rice has steadily increased and reached 24 pounds per capita in 2017 compared to 22.1 pounds in 2015. Local production was estimated at 780,000 MT for 2017 and 348,000 MT was imported.
USA Rice Activities
There are many well-established 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. Activities include outdoor advertising, in-store promotions and branding, social media activities, radio and print advertising all communicating the high quality of U.S. rice and its suitability to the Turkish cuisine.
USA Rice also works with the California Wild Rice Advisory Board and Minnesota Cultivated Wild Rice Council to promote the consumption of wild rice in conjunction with milled, white rice. Did you know that wild rice is not really rice, but the seed of an aquatic grass?