USA Rice Taps New Distribution Channel for U.S. Medium Grain in Japan

USA Rice booth at Shokuryu Co., Ltd., trade show; promoting "new style" sushi made with U.S. medium grain rice
In with the new
Jun 27, 2018
TOKYO, JAPAN – Shokuryu Co., Ltd., a nationwide food wholesaler of seafood items here, recently added U.S. medium grain to their product line for their sushi-related customers.  Earlier this month, the company hosted their first trade exhibition and USA Rice was there showcasing seafood dishes including a rice bowl and salad-style sushi, and introducing a “new style” sushi concept using U.S. medium grain rice.

“We got an enthusiastic response from the more than 300 people who stopped by the USA Rice booth to taste test the ‘new style’ sushi,” said Jim Guinn, USA Rice director of USA Rice Asia Promotion Programs.  “The Japanese are not accustomed to seeing sushi presented in this way and made with U.S.-origin medium grain, and many were surprised to find how much they enjoyed it.”

USA Rice has plans to continue working with Shokuryu to promote the “new style” sushi concept using U.S. medium grain with the goal of reaching more foodservice/retail operators, and especially sushi outlets, through this new distribution channel.  

“USA Rice introduced the ‘new style’ sushi concept earlier this year to take advantage of the highest valued end use of rice in Japan, and to gain greater market share under the simultaneous-buy-sell (SBS) system,” said USA Rice Vice President International Sarah Moran.  “Last year, U.S. rice captured 59 percent of market share in the SBS tenders and we’re working with foodservice importers end users to maintain this high level of U.S. imports.”