TEGUCIGALPA, HONDURAS -- How do you change the mindset of a traditional diet based on corn and beans? Encourage the consumer to THINK RICE! The “Piensa en Arroz” (“Think Rice”) campaign began here in May 2021 and will run through September in the Honduran cities of San Pedro Sula and Tegucigalpa in partnership with the El Colonial and La Colonia supermarkets. Strategic marketing to capture the attention of consumers includes in-store promotions and informational activities touting the nutritional benefits and versatility of U.S.-origin rice in these, the two largest cities in the country with a combined population of more than 1.6 million.
The promotion features Piensa en Arroz signage emblazoned with the campaign logo and brands, materials at the point of sale, and live promoters answering questions and guiding consumers to the products on the store shelves. Handy QR codes can be found on signage throughout the stores directing consumers to the website
for recipes and cooking tips. Participating national brands include Mr. Dieck, Progreso, Tía Emely, and Arroz Selecto, as well as imported U.S. brands.
USA Rice has also enlisted the help of local influencers and micro influencers to inspire their followers to Piensa en Arroz with delicious homemade dishes that communicate the benefits of rice which are boosted and cross-posted on USA Rice social media pages.
The “Piensa en Arroz” campaign in Honduras has generated positive responses from participating supermarkets and national brands. “We are happy for the support of USA Rice,” said Juan de Dios Fajardo, commercial manager of Supermercados El Colonial. “Our sales have increased by double digits and our clients enjoy receiving information on the benefits of consuming this powerful grain.”
Erika Zeron, the manager of Arroz Progreso echoed that sentiment: “We are happy with the contribution provided by the campaign. Although 2021 has been another challenging year for retail, the ‘Piensa en Arroz’ campaign complements our marketing strategy by effectively engaging the consumer in-store and online.”
For nearly 20 years, the United States has been a strong commercial ally with Honduras, providing nearly 70 percent of the country’s rice. From January to May 2021, Honduras imported 75,028 MT of U.S-origin rice, 33 percent more than the same period last year.