Sep 22, 2015
ARLINGTON, VA – During September National Rice Month (NRM), USA Rice is partnering with grocery store chain Rouses to inspire people to ‘think rice’ while shopping and planning meals. Several customized NRM rice promotions are underway reaching shoppers with key U.S. rice messages before, during, and after their shopping experience at Rouses locations across Louisiana, Mississippi, and Alabama.
Rouses kicked off NRM with an in-store radio announcement touting America’s rice farmers and the benefits of U.S.-grown rice that played every thirty minutes in thirty-seven locations. Store windows display a healthy eating poster with a prominent image of brown rice, and a full-page NRM advertisement is featured in the September/October issue of My Rouses Everyday, a publication available in stores and online.
“Shoppers also have the opportunity to ‘think rice’ with Rouses’ Chef Nino by taking part in two in-store cooking classes in honor of NRM,” said Katie Maher, USA Rice director of domestic promotion. “The cooking class menu features three U.S. rice recipes: USA Rice’s Curried Chicken Lime Rice Bowl, Wild Rice Mushroom Pilaf, and Ginger Pork Stir-Fry. Each recipe is also accompanied by a rice nutrition fact.”
On September 8, Chef Nino made an appearance on This Morning New Orleans, a local TV segment reaching more than 3,000 viewers, where he called out NRM and cooked a recipe featuring U.S.-grown basmati rice.
Rouses is also conducting NRM promotional activities online. Earlier this month, a promotional e-mail entitled “Eat Local for Labor Day” was sent to more than 17,000 subscribers and highlighted U.S.-grown rice messaging and the NRM logo. Rouses is planning at least four NRM focused social media posts this month and has already shared USA Rice’s recipes and new promotional video.
“Rouses is a great retail partner for U.S. rice and they are clearly demonstrating their commitment to supporting America’s rice farmers,” said Maher. “Rouses even expanded on our planned NRM promotions, incorporating bonus activities at many locations. They are a strong advocate for our industry and we thank them for their support.”