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

Pumpkin-Spice-Rice-Croutons on white plate surrounded by vessels filled with white rice, sugar, and spices
Rice, spice, and everything nice
Nov 15, 2021
OTTAWA, CANADA -- As the seasons change, so do our food preferences, and excitement around seasonal items, has grown with new twists on familiar favorites and flavors giving consumers the means to break the monotony.  Based on the results of a recent survey on trending ingredients, USA Rice is inspiring Canadians to spice up their rice recipe options this fall with classic blends of autumn spices and seasonings, nostalgic dessert-inspired flavors, and comfort food recipes.

USA Rice has integrated various seasonal foods into influencer and social media campaigns, and this month teamed up with @mylittlesecret, a recipe creator who focuses on food and family content, to create a Pumpkin Spice Rice Crouton recipe.  Recipes for Turkey Gravy Rice Croutons and Stuffed Acorn Squash with Sausage and Rice also have been shared across USA Rice Canada’s social media platforms where they garnered a combined 235,000 impressions.

For dessert lovers, USA Rice is highlighting recipes that feature blends of cinnamon, pears, and cranberries in dishes such as Rice Pudding Pear Tart and Cranberry Pear Rice Crisp.

USA Rice Canada’s Instagram, Facebook, and Pinterest channels also feature classic comfort foods such as a Gluten-Free Best Ever Turkey and Rice Soup, Colossal Rice and Beef Meatballs, and Jambalaya Arancini.  

“Canadian consumers looking for classic Thanksgiving recipes or inspiration for something new and decadent featuring fall flavors, can find everything they need at USA Rice Canada,” said Asiha Grigsby, USA Rice director for international promotion.  “Our social media followers can enjoy abundant fall flavors with very little effort this season by following @USARiceCan on Instagram, Facebook, or Pinterest.”
For more information on USDA's export marketing programs, visit USDA's website and USDA's Foreign Agricultural Service (FAS) website