Social Media Influencers Keep Consumers Reaching for Rice

Crispy Rice with Spicy Salmon
Crispy rice with spicy salmon
Sep 01, 2021
ARLINGTON, VA -- Last September, USA Rice kicked off its third year of the Registered Dietitian (RD) Blogger program that uses the knowledge and reach of a network of RDs to raise awareness for the versatility and nutritional benefits of U.S.-grown rice.  The six RD influencers, known for their nutritional expertise and recipe creation, brought attention to U.S.-grown rice as an integral part of a healthy diet and lifestyle.  

Each RD created blog and social media posts featuring unique nutrition-focused rice recipes and included USA Rice messaging along with key nutritional benefits of the specific U.S.-grown rice variety used.  The posts were published on the individual influencer’s platforms including Facebook, Twitter, Instagram, and Pinterest.  The RD content also was boosted by USA Rice on the organization’s Facebook and Instagram accounts.

New to this year’s program was an emphasis on consumer-friendly dishes to meet the demand of at-home cooking, including Breakfast Pork Fried Rice, Butternut Squash and Brown Rice Risotto, Carrot Zucchini & Rice Fritters, Sprouted Rice & Tuna Stuffed Peppers, Korean Beef and Rice Bowls, Mexican Street Corn & Rice Bowl, Smokey Chipotle Meatballs with Cilantro-Lime Rice, Crispy Rice with Spicy Cooked Salmon, Gochujnag Tofu and Rice Bowls, Wild Rice Burgers with Tahini Sauce, Turmeric Coconut Basmati Bowl, and Ahi Tuna Poke Bowls.

“Changes to the blogger program this past year clearly resonated with consumer and nutrition audiences as the 2020-2021 program generated more than 9 million impressions and more than 300,000 engagements across 212 placements,” said USA Rice Nutrition Subcommittee Chair Bryon Holmes.  

In addition to the immediate impact of the campaign, USA Rice owns the rights to the new recipes that are now available on the USA Rice consumer recipe database.  

“The RD program continues to be a cost-effective way to highlight the versatility of U.S.-grown rice and successfully showcase the nutritional benefits that come from rice consumption,” said Holmes.  “With this year’s metrics doubling the results of last year’s program, it is clear the combination of recipe development, nutrition advice, and digital storytelling is making an impact with our target audiences.”