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

USA Rice CEO Betsy Ward joins in the festivities from afar
May 18, 2023
BEIJING, CHINA – The U.S. Embassy Beijing hosted the 20th anniversary of the U.S. Agricultural Trade Office (ATO) at a gala here last week with more than 200 government officials, agricultural traders, and representatives from commodity groups in attendance.

U.S. Ambassador Nicolas Burns and Agricultural Minister Counselor Robert Hanson started the program off with an official welcome, and USA Rice CEO Betsy Ward, along with other U.S. commodity industry leaders, sent greetings and congratulations via video.

Two types of U.S.-grown rice were served at the catered dinner: steamed U.S. jasmine, and fried rice, Yangzhou style, prepared with U.S. tri-color brown rice.

At the event, USA Rice briefed Minister Counselor Hanson, ATO Beijing Director Lashonda McLeod, and ATO Shenyang Director Chris Frederick about USA Rice promotion programs in China.  Rice importers from the state-owned BDH Group and privately-held Sino State-Farm were included in the USA Rice guest list and talked with McLeod about trade opportunities between the two countries.

“China represents the largest new export opportunity for U.S. rice,” said Jim Guinn, USA Rice director of Asia promotion programs.  “Unfortunately, trade frictions and overall negative bilateral relations have impacted the ability of U.S. rice to enter the China market in substantial quantities.”

USA Rice research shows that consumer interest in U.S. rice is high and imports could reach 100,000 MT in a matter of years should relations between the two countries improve.
For more information on USDA's export marketing programs, visit USDA's website and USDA's Foreign Agricultural Service (FAS) website