Nov 06, 2015
ARLINGTON, VA -- Supermarket dietitians in two stores, Weis and ShopRite, based National Rice Month (NRM) promotions on healthy recipes featuring U.S.-grown rice. Szechuan Beef Stir-Fried Rice was pictured on the cover of the Weis’ Healthy Bites magazine with an accompanying article called “Ready, Set, Stir-Fry.” The publication, which was circulated to more than 100,000 customers in all store locations during September, is archived digitally for online users and the article with the recipe was posted on Weis Markets’ blog reaching an additional 93,000 readers.
ShopRite stores throughout New England participated in an “event in a box” promotion. Dietitians used USA Rice resources including the NRM logo, USA Rice recipe cards, and Think Rice messages to conduct in-store demonstrations. Customers sampled USA Rice’s Tropical Wild Rice Salad during the demonstrations and took home recipe cards. ShopRite also used Facebook to further its reach promoting recipes to more than 235,000 additional shoppers.
“Once again our relationships with supermarket dietitians has paid off ten-fold,” said Katie Maher, USA Rice director of domestic promotion. “We continue to be impressed with this partnership and the reach that dietitians have both in-store and online. Both chains reached more than 200,000 consumers and because the work was done through dietitians, it gave rice a healthy stamp of approval.”