Promotion Plans to “Think Rice" in Guatemala

Pienza-En-Arroz-endcap display at grocery store
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Apr 20, 2022
GUATEMALA -- USA Rice recently launched the 2022 “Piensa en Arroz” (Think Rice) campaign across the country here with in-store promotions, public relations activities through influencers, and a comprehensive digital campaign.  

USA Rice has partnered with Walmart and the La Torre supermarket chain to stage 90 in-store promotions from April through September.  Another partnership with Black & Decker, now in its third year, provides the company’s rice cookers as giveaways.  USA Rice also joined forces with 85 social media influencers and 80 micro influencers to produce content that emphasizes the benefits of rice in cuisine, lifestyle, sports, and nutrition.

“Rice is considered the third most important grain in the basic food basket in Guatemala, after corn and beans, with a per capita consumption of 18 pounds per year,” said Asiha Grigsby, USA Rice director of international promotion for the western hemisphere.  “While there is local production, the market is supplied with imports mainly from the United States.  The country is the second highest U.S. rice importer in the Central American region, and the reach of our promotional activities here will encourage consumers to build preference for U.S.-origin rice when making purchases.”

To support Guatemalan rice importers, USA Rice implemented the "Authentic American Rice" seal along with the "Think Rice" campaign.  Albay was the first local importer to take advantage of USA Rice joint promotion opportunities in 2019 with the inclusion of the seal on their Albay brand.  Since then, three additional brands, Tierra Noble, Nuevo Amanecer, and Colibrí have incorporated the seal on their packaging.

“The Piensa en Arroz campaign has been a great support to promote our brands and increase sales at points of purchase,” said Byron Herrera, general manager of Agroindustrias Albay.  “The company is focused on continuing rice imports from the United States.”

In 2021 the U.S. exported 106,000 MT to Guatemala, valued at $41 million.