USA Rice Promos Hit During Peak Sales Season in Ghana

Jan 12, 2015
 ACCRA & KUMASI, GHANA -- The USA Rice Federation conducted promotions in twenty major open air markets here during the holiday season, which is the peak sales period for rice in Ghana.  Open air markets are where the majority of Ghanaians go to purchase rice, and USA Rice focused promotional activities in the country's two largest cities, Accra, the national capital, and Kumasi, capital of the Ashanti Region.
 Promotional stands were set up in each market where staff conducted cooking demonstrations, distributed dry rice samples, and talked about the positive attributes of U.S. rice brands, urging consumers to test and buy U.S. rice.  All the rice used in the promotions was donated by participating brands.
"U.S. rice is facing intense price competition from Thai and Vietnamese sources that is having a negative impact on U.S. market share," said Jim Guinn, USA Rice vice president of international promotion.  "Although consumers attest to the high quality of U.S. rice, they are also extremely cost conscious so we are encouraged that these recent promotions attracted large crowds and resulted in big sales for the participating U.S. rice brands."
Contact:  Eszter Somogyi, 011-49-40-4503-8667