Mexico Heralds Return of USA Rice’s “Paella Wednesday” Promo

Mexico Promotions Highlight U.S. Rice - Sanborns Poster
May 15, 2015
MEXICO CITY, MEXICO – USA Rice’s wildly successful "Paella Wednesday" program is back. This year’s promotion, which runs from May through December, is being conducted at Sanborns, a major department store chain with more than 100 restaurants in Mexico City and the Metropolitan area frequented by approximately one million customers each month.  
During the promotion, each Sanborns restaurant will display a full-color poster and tabletop tents to remind consumers that Wednesday is Paella Day and that the delicious paellas will be prepared with U.S.-grown rice, as will dessert options. 

Sanborns’ flagship restaurant is a major Mexico City tourist attraction and a national monument, the 16th century House of Tiles, or “Casa de los Azulejos.”

Sanborns also sells books and magazines, including USA Rice’s most recent cookbook, Traditional Mexican Recipes with Rice. The 40 delicious recipes in the new cookbook are favorites in the Mexican culture and are either customarily served with rice, or give common dishes a contemporary twist by incorporating rice.  

“Each year, Sanborns purchases more than 30,000 pounds of U.S. rice from IPACPA and Schettino, the largest millers/packers in Mexico,” said Gaby Carbajal, USA Rice’s representative in Mexico. “Through our promotions at these popular stores we aim to increase consumers’ purchases of rice dishes and expose them to the great flavor of U.S. rice.”
Contact:  Sarah Moran (703) 236-1457