ShopRite With U.S. Rice

ARLINGTON, VA -- USA Rice recently partnered with ShopRite, a retailers' cooperative of supermarkets, to conduct National Rice Month (NRM) promotions and activities that started in late August and ran through early October.  USA Rice worked with retail dietitians across seventeen store locations to host a series of promotions that highlighted the nutritional benefits of rice, promoted NRM, and encouraged the use of U.S.-grown rice.

“The promotional partnership with ShopRite was a great avenue to further spread NRM messaging,” said Cameron Jacobs, USA Rice director of domestic promotion.  “The partnership deployed a combination of tactics to reach ShopRite shoppers in New Jersey, Connecticut, and Pennsylvania, from highlighting rice’s role in family meals to the tabling of rice resources in stores to a demo on making different rice bowls, the diversity of promotions meant there was something for every consumer.”

The promotional events differed by store locations, but the underlying themes of celebrating National Rice Month and promoting domestic rice remained a constant.  The retail promotions targeted multiple audiences including seniors, parents, students, and every-day customers.  In all, the partnership featured a mix of in-store events, community events, virtual promotions, and cooking demonstrations.  For each event, USA Rice resources were distributed, in-store member brands were highlighted, and consumers heard and discussed the nutritional benefits of rice consumption with the store’s retail dietitians.

“I set up a spin wheel and asked true or false questions about rice to the customers using USA Rice’s handouts,” said Danielle Buonforte, RD, ShopRite of Lincoln Park, New Jersey.  “I had children stop by who loved the rice coloring book and the adults enjoyed learning new facts about U.S.-grown rice and rice recipes they didn't know.  I had great educational conversations about how rice fits in the diets of people with diabetes and other chronic diseases.  Overall, the event was fantastic and made folks aware of National Rice Month.”
 
Resources distributed include the USA Rice RD Guide to U.S.-Grown Rice, Rice Nutrition 101 one-pager, How to Build a Better Bowl brochure, student activity books, and recipe brochures.  Resources are available to members digitally or print by request.

“It was great to partner with USA Rice to promote U.S.-grown rice and National Rice Month in our stores,” said Dana McLaughlin, RDN manager of health and wellness for ShopRite.  “Our customers loved learning more about domestic rice and taking home all the different rice resources and fun promotional items.  We hope to partner with USA Rice again in the future to continue to promote U.S.-grown rice in our stores.”

ShopRite operates stores in six states: Connecticut, Delaware, Maryland, New Jersey, New York, and Pennsylvania.  The supermarket chain has been the largest retailer of food in New Jersey for nearly 70 years and is also number one in the entire New York metropolitan area and the largest retailer of food in greater Philadelphia.