USA Rice Booth at SIAL Gives Rice Traders a Taste Test

Robert Forden gives U.S. rice the thumbs up
May 26, 2021
SHANGHAI, CHINA – Last week, USA Rice exhibited at the in-person 2021 SIAL China trade show that included 4,500 exhibitors and more than 123,000 visitors.  USA Rice has had a presence at this show for the past four years but this year, the USA Rice booth got an upgrade with shelves showcasing U.S. rice retail packages and a U.S. rice exporter online showroom that was accessible via touch screen.  

Eight types of U.S. rice were displayed and cooked for taste-testing, including long grain, long grain parboiled, Jasmine, Southern medium grain, Koshihikari, Calihikari, Calmochi, and Calrose.

The most asked question by traders visiting the booth was about the U.S.-China relationship and its influence on imports and price.  Fifty qualified contacts from the trading, distribution, and retail channels were added to the USA Rice database and will receive additional information about U.S.-grown rice.
Sungiven Foods, the company that imported the first shipment of U.S. rice to China, also exhibited at SIAL China.  “We plan to continue to sell U.S. rice," said Sungiven Foods Sales Manager Junjie Wu.  "We are prepared to invest in the long-term to sell U.S. rice knowing it takes time for consumers to accept a new item.”

U.S. Embassy United States' Chargé d'affaires Robert W. Forden stopped by the USA Rice booth, commending the U.S. rice industry’s sustainability messaging and efforts at delivering a premium quality product to consumers in China.

Later this year, USA Rice will be exhibiting at the Food Hotel China show in Shanghai, continuing to raise awareness here for U.S. rice.