Oct 13, 2022
ARLINGTON, VA -- USA Rice recently teamed up with ShopRite, a mid-Atlantic-based grocery store chain, to host a series of National Rice Month (NRM) promotions and activities that kicked off in early September and run through mid-October. Retail dietitians across sixteen store locations highlighted the versatility and nutritional benefits of U.S.-grown rice, promoted NRM, and inspired shoppers with new ways to “think rice.”
“By working with ShopRite, USA Rice is able to increase its touchpoints with consumers and further spread NRM messaging,” said Cameron Jacobs, USA Rice senior director of domestic promotion. “The retail promotions tap the expertise of each store’s retail dietitian to effectively communicate USA Rice talking points and distribute our resources to reach shoppers in Connecticut, New Jersey, and Pennsylvania.
The retail promotions varied by store locations, but the two constants were the celebration of National Rice Month and promotion of U.S.-grown rice targeting multiple audiences that included seniors, parents, students, families, and every-day customers. In all, the retail partnership featured a mix of in-store events, community events, recipe tastings, and cooking demonstrations.
“I conducted a National Rice Promotion at my dietitian station and customers were so excited! The recipes and handouts were a big hit,” said Danielle Buonforte, RD at the ShopRite in Lincoln Park, New Jersey. “A lot of people were happily surprised to hear the actual benefits of rice as opposed to just being labeled higher in carbohydrates. Overall, the promotion was very well-received and made shoppers aware of National Rice Month.”
Resources distributed include the USA Rice RD Guide to U.S.-Grown Rice, Rice Nutrition 101 one-pager, Top Ten Reasons to Eat U.S.-grown Rice infographic, Kids Who Eat Rice research one-pager, and recipe brochures.
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.