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

Ghanian woman wearing a Ricky Rice t-shirt holding a USAR branded wooden rice spoon
Rice spoons at the ready
Dec 15, 2021
KUMASI, GHANA – Last month, USA Rice conducted two promotion campaigns here during the leadup to the peak demand season for rice in December.  Information fliers and branded cooking spoons were handed out at the Asafo, Kejetia, and Pampaso open air rice markets.  A few days later, a follow-up foodservice seminar for 200 artisanal rice cooks was held at the Kumasi Cultural Center.

Seminar attendees heard presentations on the U.S. rice industry and the many benefits of U.S.-origin rice.  Sample bags of Texas Star U.S. rice, donated by Tradepass Limited, a major local importer, were distributed.  A post-seminar survey to gauge participants’ knowledge, attitude, and practice was conducted; results will be collated to help shape future promotions and messaging.   

“U.S. rice is highly appreciated by this market segment,” said Eszter Somogyi, USA Rice director for Europe, Middle East, and Africa.  “These are experienced cooks who trust U.S. rice for its quality and consistency.”

Rice imports into Ghana are approximately 800,000 MT annually.  

“Rice is a major staple food in Ghana and the rice market here continues to grow, with rice per capita consumption increasing year on year,” said Somogyi.  “Major suppliers include Thailand and Vietnam, as well as India.  The U.S. currently has less than 1 percent market share so we have our promotional work cut out for us.”
For more information on USDA's export marketing programs, visit USDA's website and USDA's Foreign Agricultural Service (FAS) website