More USA Rice Success at Wanis Trade Day

People gather at a buffet table filled with colorful dishes being served by two black men wearing yellow aprons standing in front of a USA Rice & Tropical Sun banner
Sampling boosts sales
Apr 09, 2019
LONDON, UNITED KINGDOM – Wanis, the largest U.K. wholesaler catering to the growing Afro-Caribbean market, hosted another popular ‘Trade Day’ event here last month, and USA Rice was keen to participate in the historically successful promotion.  

“Trade Day happens twice each year in spring and autumn, and is very popular with the more than 3,000 Wanis customers who range from individuals to shops and foodservice operations,” said Eszter Somogyi, USA Rice director for Europe, Middle East, and Africa.  “Wanis is a $92 million per year business and their Trade Days are a great way for products to get exposure and increase direct sales.”

Two participating U.S. rice brands, Peacock Easy Cook Rice from S&B Herba Foods and Wanis’ own Tropical Sun USA Easy Cook Rice, were on display, touted by crowd favorite Chef Gayle Love who cooked a variety of Caribbean dishes for shoppers using U.S.-grown rice.  Sales were supported by secondary placements and Point of Sale materials featuring the participating brands.  

“Wanis customers really responded to this U.S. rice promotion,” said Somogyi.  “Chef Love is a natural spokesperson for U.S. rice as shoppers can see for themselves the quality and consistency of U.S. rice by sampling his delicious dishes.”

USA Rice has plans to participate in upcoming Wanis Trade Days to help drive sales of U.S. rice to more new customers.

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