Think Rice Road Trip

USA Rice is taking to the highways and byways of the Mid-Atlantic to spread the word about U.S-grown rice.  The team will visit farmers markets, festivals, schools, landmarks, restaurants, and other hot spots in five-states plus the District of Columbia, giving away 3,000 Aroma rice cookers and bags of U.S.-grown rice to consumers and making donations to charitable groups as well.  You can follow along using #ThinkRice – come out and see us if you can!
2019 Think Rice Truck sits in rice field in front of green combine, sun shining through clouds

Recent News

  • Two men shake hands while standing in front of pickup truck with rice messaging Think Rice Road Trip Continues Industry’s Tradition of Giving

    Dec 04, 2019

    An integral part of the 2019 Ride With Rice road trip program was charitable giving on behalf of the U.S. rice industry. Throughout the five states and the District of Columbia that the Rice Truck visited from September to December this year, USA Rice donated more than 650 pounds of U.S.-grown rice along with two commercial rice cookers and twenty mini-rice cookers to those in need. Full story
  • Food Fest booth with blue tent over stacks of rice cookers in boxes and on tables, man in blue shirt gestures to people walking by Rice Road Warriors Part Two: Unprecedented Efforts

    Nov 15, 2019

    This year, the Think Rice Road Trip team took some major risks to pull off two of the most unique events for this year’s trip, but both have paid huge dividends and the industry they are representing. Full story
  • Black shopping bag filled with green box and bag of rice, text on side says "Get Creative, Start with Rice" Rice Road Warriors Part One: Winning Hearts and Minds

    Nov 14, 2019

    Year two of the Think Rice Road Trip is winding down, and the team has seen dramatic success staying close to “home” and integrating other components of USA Rice’s Domestic Promotion programs as they hand out thousands of Aroma rice cookers and tons of donated U.S.-grown rice to consumers. Full story
  • The 2019 Think Rice Road Trip Kicks Off with a Nod to an American Icon

    Sep 26, 2019

    USA Rice is using Johnny Appleseed Day, September 26, to kick off the second Think Rice Road Trip. Like Johnny before them, the USA Rice team wants Americans to eat more U.S.-grown rice. So, they are hitting the road in a 2019 Ford F-150 festooned with rice images and messages, and giving away Aroma rice cookers and U.S.-grown rice. Full story
  • New Consumer Newsletter superimposed over photo showing white rice spilling out of heart-shaped mold onto wooden planks USA Rice Launches New Consumer Newsletter

    Sep 06, 2019

    As the 29th National Rice Month kicked off this week, USA Rice added a new consumer outreach program to its arsenal, the Think Rice Newsletter. The newsletter is a follow up to the 2018 Think Rice Road Trip where Domestic Promotion teams visited with thousands of consumers across the trip’s nine-state route collecting e-mail addresses, areas of consumer interest, and additional information. Full story