Broadcasting the Benefits of U.S. Rice in Mexico

MEXICO CITY, MEXICO -- Each month, USA Rice partners with different chefs in Mexico to encourage increased usage of rice in restaurants and in the home.  Last month, USA Rice partnered with Executive Chef Omar Cuellar to produce two TV shows on Efekto TV, which is broadcast in Mexico City and viewed throughout Mexico.  Cuellar is the executive chef at Tiffany Gourmet, an upscale restaurant here, and has won many culinary awards.  

During the shows, Cuellar prepared a healthy rice salad and a main dish currently offered exclusively at his restaurant using U.S. parboiled rice as the primary ingredient.  The important message he shares with viewers is that U.S. rice is versatile, easy to prepare, and nutritious.

“Chef Cuellar has collaborated with USA Rice for many years now, including participating in our professional chef competitions,” said Gaby Carbajal, who manages USA Rice promotions in Mexico.  “Our promotions activities are meant to build relationships with influencers here in Mexico and encourage them to then spread the great message about U.S. rice.”

USA Rice conducts more than 20 foodservice seminars in Mexico each year to encourage decision makers in the foodservice industry to incorporate U.S.-grown rice in their operations.  Four such seminars were conducted last month, in conjunction with culinary schools and the Mexican Social Security Institute to show how using U.S. rice can increase their profits.  

“USA Rice conducted an activity with the directors, nutritionists, and kitchen staff of a cafeteria in a busy medical center here,” said Brian King, chairman of the USA Rice Western Hemisphere Promotion Subcommittee.  “Each day, the medical center serves 600 medical staff and 700 patients, using about 77 pounds of long grain rice.  As a result of USA Rice’s activities, six new rice dishes are now permanent menu items at the cafeteria.”

Mexico is the United States’ largest export market, bringing in nearly a quarter of all U.S. rice exports, and is USA Rice’s most active promotions market with more than 300 marketing activities scheduled each year.