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
May the Horse Year ignite your dreams and fuel your passions
Feb 24, 2026
LONDON, UNITED KINGDOM – Chinese New Year began last week, and the Year of the Horse came galloping in with vibrant, fiery energy symbolizing adventure, vitality, and momentum.
The Lunar New Year celebration is one of the most important cultural holidays for Chinese communities worldwide, and in the United Kingdom, spirited festivities take place in major cities where parades, lion dances, and family gatherings bring people together to mark the occasion.
This year, USA Rice partnered with major U.S. rice brands in the UK to herald the Year of the Horse through social media posts and advertising on LinkedIn, as well as outdoor billboards featured prominently on the Outernet at Tottenham Court Road with an estimated 1.15 million impressions. This effort was supported with a live activation featuring lion dances and drummers near Chinatown, drawing spectators and members of the public into a vibrant Chinese New Year extravaganza.
“Food plays a central role in Chinese New Year traditions as a celebration of prosperity, good fortune, and unity,” said Eszter Somogyi, USA Rice director for Europe, Middle East and Africa. “U.S. rice is a particular favorite among the Chinese community in the UK, consumed in large quantities in a wide range of traditional Chinese dishes.”