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

CA rice farmer Charley Mathews at podium during 2025 Japan Rice Seminar & Sac Valley slide
Grower Charley Mathews tells the California rice story
Aug 07, 2025
TOKYO, JAPAN – On August 5, USA Rice hosted a seminar here to educate and strengthen partnerships with nearly 90 of Japan’s rice importers, wholesalers, and retailers.  The seminar showcased the high quality, sustainability, and reliability of U.S. rice, with a focus on California’s medium grain Calrose varieties.
 
Following opening remarks from USDA Foreign Agricultural Service Agricultural Counselor Jeanne Bailey, and Chris Crutchfield, president & CEO of American Commodity Company, Charley Mathews shared detailed information of his fourth-generation family rice farm operations in Marysville, California.  Mathews highlighted the importance of water in California as well as the state’s regulatory oversight and the steps the industry has taken to not only meet those requirements, but conserve and sustain the land and wildlife. 

Mr. Yoshikazu Goto, president of Nippon Brice of Japan, recounted his experiences and biggest takeaways from the recent reverse trade mission hosted by USA Rice in April (see USA Rice Daily, April 23, 2025).  Mr. Takuyu Ajiro, deputy general manager of Overseas Merchandise Inspection Company (OMIC), talked about the comprehensive inspection process to ensure the rice being exported to Japan meets all of the high quality and safety standards of the Ministry of Agriculture, Forestry, and Fisheries (MAFF). 

Todd Burich, vice chair of the USA Rice Millers' Association, discussed California’s rice production trends and the outlook for the 2025/26 crop year, reinforcing that the supply in California is not only of high quality but is predicted to have strong yields.  Ms. Yumi Kojima, director of USA Rice Japan promotions, concluded the seminar with a rundown of ongoing promotional efforts by USA Rice in the market.
 
“The Japanese market continues to be a valued partner for the U.S. rice industry,” said Crutchfield, who is also chair of the USA Rice Asia Trade Promotions Committee.  “This seminar was an opportunity to not only share the latest updates from our growers and millers, but could not have been better timed on the heels of the recent trade agreement between President Trump and Prime Minister Ishiba as well as the continued high demand in the market.”
 
Following the seminar, the U.S. Deputy Chief of Mission Aaron Snipe hosted a reception for participants at his official residence.  The reception offered a more informal setting for further discussion and networking among U.S. and Japanese rice industry stakeholders and an opportunity to sample the high-quality Calrose rice.
 
“This event underscores the enduring partnership between the United States and Japan rice industries over the last 30 years,” said Crutchfield.  “We look forward to continued collaboration and shared success in the years to come.”
 
The rice seminar is part of USA Rice’s ongoing promotional efforts in Japan, supported by USDA Regional Agricultural Promotion Program (RAPP) funds, to bring awareness and a better understanding of high-quality Calrose in the top milled rice market for U.S.-grown rice.
 
For more information on USDA's export marketing programs, visit USDA's website and USDA's Foreign Agricultural Service (FAS) website