Maybe changing our slogan to 'Jump Start with Rice'
Oct 15, 2018
ARLINGTON, VA – To encourage people to eat more U.S.-grown rice, last month the USA Rice Domestic Promotion team partnered with Aroma Housewares and embarked on a classic American road trip in a brand-new colorful and fun Ford F-150 festooned with food images that encourages everyone who lays eyes on the truck to "Get Creative - Start with Rice!" To help consumers do just that, everyone leaves the truck with an Aroma rice cooker and a one or two pound bag of U.S.-grown rice, recipes, tips, and more.
The team put the 2,000+ mile Midwest leg in the books and has now traded fertile ag land for lush landscapes of the Pacific Northwest. The leg began Sunday with stops at City Hall in Arlington, Washington, and farmers markets in and around Seattle. Over the next several days the #RideWithRice truck will be at multiple locations in Seattle, including the Seattle Pinball Museum, Occidental Park, and neighborhood hot spots.
Later this week the team moves on to state capitol Olympia and then to Portland and Salem in Oregon where stops will include farmers markets in Hillsboro and Oregon City, Willamette University, the Sake One Distillery, and more.
Consumers all along the route have been excited to see the truck, and of course snag their very own rice cooker. While filling up at a gas station in Woodinville, Washington, late Saturday night, the team was approached by a woman who demanded to know what the truck was all about. “I’m so glad I saw you, my son is afraid to cook rice because he always burns it!” Not anymore, ma’am. Not anymore.