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

AEON store display with worker standing next to shelves filled with bags of rice
Red, rice, and blue on display
Nov 17, 2021
HONG KONG – For the third consecutive year, USA Rice participated in AEON Department Stores’ U.S. Food Festival, sponsored by the U.S. Embassy Agricultural Trade Office.  AEON is a Japanese company that operates 12 stores here targeting affluent consumers, and stocks and sells three brands of U.S. rice with a total of eight SKUs.  

All three brands of U.S. rice were promoted at every store during the U.S. Food Festival.  In addition, AEON selected four stores to have larger and more prominent displays with in-person promoters who engaged with shoppers, handing out flyers and talking about the high-quality of U.S. rice.  The festival was promoted via subway lightboxes, newspapers, and on social media platforms such as the AEON website, Facebook, and WeChat.  AEON stores were decorated with festival posters, banners, and shelf talkers.

“Sales of U.S. rice during this year’s food festival were nearly 32 percent greater than 2020, and the feedback we received from consumers indicated they like the taste and texture of the U.S. medium grain rice as it is soft and very good for making congee,” said Jim Guinn, USA Rice director of Asian promotions.  “We’ve obviously increased the AEON shoppers who are aware of U.S. rice and are regular buyers of the brands, and we’re proud of that tangible success.”
For more information on USDA's export marketing programs, visit USDA's website and USDA's Foreign Agricultural Service (FAS) website