USA Rice Hosts Event to “Reintroduce” U.S. Rice to Singapore Market

Three young Asian people use smartphones to take photos of rice samples; in background are two large posters with photos of rice dishes and Think Rice logos
Pics or it didn't happen
Nov 12, 2019
SINGAPORE – USA Rice, in partnership with Sphere Exhibits (the event arm of the national newspaper agency, Singapore Press Holdings), recently hosted the first in a series of gourmet events targeting different consumer segments here.  The kick-off event, featuring U.S.-grown rice, is part of the Gourmet Tribe series designed especially for millennial gourmands who enjoy new food experiences.

Chef Shota Kaneko of YOSHI created a special dinner menu that highlighted U.S. rice.  Thirty diners, who all said the rice was excellent, each received samples of the U.S. rice, vegetable oil, and a recipe card.  Additionally, 300-gram packs of U.S. rice were provided for Facebook followers who “liked” an event-goer’s page.

“USA Rice is utilizing Agricultural Trade Promotion (ATP) program funding to reintroduce all types of U.S. rice to this market,” said Jim Guinn, USA Rice director of Asia promotion programs.  “Promotions in Singapore were stopped after 2011, due to reduced funding from USDA.  The ATP funds are available through 2022 so we plan to continue efforts to boost trade here.”

Future promotions will include radio advertising with giveaways donated by rice importers, Facebook ads, ads in Singapore’s two major newspapers, and continued trade servicing during the remainder of calendar year 2019.
From January through September 2019, Singapore imported 2,485 MT of rice from the U.S.