Chef Giuseppe Pasquale cooks up super dishes from the USA Rice booth
Jul 20, 2022
MEXICO CITY, MEXICO – Earlier this month, USA Rice made its debut appearance at the Expo Gastronómica trade show here during three event-filled days where more than 25,000 people attended and 100 companies, representing all elements of the hotel, restaurant, and industry sector, showcased their wares.
“Expo Gastronómica is the largest trade show in Mexico for foodservice and retail professionals and, as we continue to grow U.S. rice in this sector, being in the public eye is an essential component to our robust marketing strategy here,” said Asiha Grigsby, director of international promotions for the Western Hemisphere.
USA Rice secured prime real estate near the exhibition stage where Chef Ambassador Aquiles Chavez wowed audiences with demonstrations of new rice recipes to please any palate and easy techniques to help home-cooks elevate their culinary skills. At closer quarters in the USA Rice booth, visitors tasted delectable samples of Chef Ambassador Giuseppe Pasquale’s innovative bite-sized treats made using U.S.-origin rice.
The booth also featured a scrolling educational video on the benefits of U.S. rice, along with strategic placement of products donning the “Authentic American Rice” logo.
“As the food landscape changes in Mexico and around the world, USA Rice is positioned to provide consumers with the most nutritious, safe, and accessible rice on the market,” said Grigsby.
Mexico continues to be the largest export market for U.S. rice, with 281,000 MT of rice valued at $129 million exported from January through May 2022.