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

Piensa-en-Arroz-supermarket-set-up with booth, cooking station, and rice samples
One of the thousands of USA Rice overseas marketing promotions funded by USDA
Nov 22, 2021
WASHINGTON, DC – U.S. Department of Agriculture/Foreign Agricultural Service (USDA/FAS) recently announced the 2022 Market Access Program (MAP) and Foreign Market Development (FMD) allocations with USA Rice receiving more than $5.5 million, including a 35 percent increase in MAP funding from last year.  

USA Rice utilizes a combination of state checkoff funds, industry dues, and federal funds to conduct marketing activities aimed at increasing the volume and value of all types and forms of U.S. rice exports in 21 overseas markets.  
These MAP and FMD allocations are augmented by the $5.5 million USA Rice received from the Agricultural Trade Promotion (ATP) Program that covers activities from 2019-2023.   
“As the global advocate for all segments of the U.S. rice industry, these additional funds help USA Rice promote the crop to overseas markets,” said USA Rice President & CEO Betsy Ward.  “Given the myriad of challenges the rice industry is facing, this boost in funding couldn’t come at a better time.”

USA Rice also receives funds on behalf of the U.S. wild rice associations, the California Wild Rice Advisory Board and the Minnesota Cultivated Wild Rice Council, to develop promotional activities for those products as well.
“These USDA/FAS funds have been vital in opening up new market segments and increasing sales for U.S. rice, from promoting U.S.-grown rice at Costco stores in Japan to organizing trade missions for importers from Latin America,” said Steve Vargas, senior vice president of global rice trading for Sun Valley Rice and chair of the USA Rice International Promotion Committee.  “The overall increase in funding is a testament to the great work USA Rice does promoting U.S. rice in markets around the world.” 
For more information on USDA's export marketing programs, visit USDA's website and USDA's Foreign Agricultural Service (FAS) website