ARLINGTON, VA -- For the past four years, USA Rice has partnered with a network of food influencers through a partnership with thefeedfeed, the food community influencer and recipe production program, to create recipes, spread industry talking points, and continuously engage with consumers. Result metrics at the halfway point of the campaign demonstrate a captivated consumer audience who not only appreciate the culinary content featuring U.S.-grown rice, but are open to learning about other aspects of the domestic rice industry including sustainability, limiting food waste, and supporting American rice farmers.
The influencer program kicked off with a custom National Rice Month recipe contest hosted on thefeedfeed platform, followed by engagement with four influencers selected for their expertise and background with rice. Each influencer is tasked with creating visually appealing, yet approachable, rice recipes that are professionally photographed and then distributed through each influencer’s social platforms and websites. Influencer content is then boosted through thefeedfeed social channels. In addition to amplifying the created assets, thefeedfeed also developed and distributed its own original editorial postings.
“Over the last two years, we have seen a lot of changes to consumer preferences and behavior,” said Michael Klein, vice president of communications and domestic promotion. “Despite those evolving changes, one constant is the engagement generated through our influencer program and the continued receptiveness to U.S.-grown rice content among consumers. The program keeps rice top of mind with our target audiences and promotes the benefits that only come with domestically grown rice.”
To date, seven original recipes featuring U.S.-grown rice and highlighting industry messaging have been distributed and amplified along with seven thefeedfeed original editorial postings. In total, the campaign has surpassed metric benchmarks by forty percent, generating more than 36.9 million impressions and 4.1 million consumer engagements.
Recipes shared include a Persian Polo Rice, Cacio e Pepe Risotto, Thai Pineapple Fried Rice, Chocolate Rice Porridge, Jackfruit Biryani, Mushroom Pulao, and Vietnamese Sticky Rice with Chicken. Original editorials included Beef & Rice Stew, Leftover Thanksgiving Rice Bowl, General Tso’s Chicken and Rice, Baked Arancini with Spicy Tomato Sauce, and Spicy Tuna Crispy Rice.
By the end of the fiscal year, the influencer program will have developed and shared an additional five rice recipes and five editorial posts. USA Rice owns and has the right to all created content and recipes that may be accessed at
thinkrice.com.