Market Access & Promotion
Rice is one of the world’s most widely consumed grains and the primary dietary staple for more than half the world’s population. American rice farmers grow 9 million tons of rice each year, just more than half of which is exported to more than 120 countries.
The U.S. Department of Agriculture's Market Access Program (MAP), Foreign Market Development (FMD) Program, and Agricultural Trade Promotion Program (ATP) help the rice industry open foreign markets and promote our products abroad, with a proven track record of success in more than 30 overseas markets. Learn more about our international market promotions below.
International Promotions
Recent News
Attaboy, Tolly Boy
Mar 01, 2019
LONDON, UNITED KINGDOM -- Westmill Foods, in association with USA Rice, won the coveted British Asian Media Awards (BAM) Community/Charity Campaign of the Year for its 2018 campaign ‘Spread the Joy with Tolly Boy.’ Westmill Foods is one of Europe’s largest specialty food companies with a diverse consumer portfolio that includes U.S. long grain rice marketed under Westmill’s Tolly Boy brand. The company sells authentic ethnic food to Asian and Afro Caribbean restaurants as well as cash and carry, food service, and grocery stores.
“We’re delighted to win this award,” said Tolly Boy Brand Manager Steven Perry. “An enormous amount of work went into this national campaign that included all of the main UK cities, and I’m thrilled all the hard work paid off.”
The campaign purchased U.S. rice in various formats, from 2 to 20 kilos, increasing U.S. rice sales in the UK and helping raise awareness about the use of U.S.-grown rice in ethnic cuisine. During the three-month promotion, consumers were encouraged to share images of their dishes featuring U.S. rice on social media.
USA Rice also supported the ‘Spread the Joy’ campaign with point-of-sale items and advertising. Through the ‘Spread the Joy with Tolly Boy’ campaign, Westmill Foods was able to provide more than £20,000 of support to 20 Bangladeshi and African community groups throughout the UK.
“I’d like to formally thank USA Rice for their participation in 2018,” said Perry. “Without their support we could not have staged this award-winning campaign.”