ARLINGTON, VA – One of the most popular sounds on TikTok right now is the voice of Amy Poehler saying, “Do you ever look at someone and wonder, ‘what is going on inside their head?’” It’s usually accompanied by video of people or pets doing things that defy logic and common sense. Well, the USA Rice Domestic Promotion team has this very thought about consumers and commissioned some cutting-edge research to look for answers, and
Episode 61 of
The Rice Stuff podcast shares those results.
“We’ve been working to understand what consumers think about rice, and specifically, what they are thinking about when they decide to purchase and eat it,” said Cameron Jacobs, USA Rice senior director of domestic promotion. “Michael Klein and I presented on this topic during the Outlook Conference in Austin, but we wanted to share some of this exciting data with a wider audience.”
“The findings are definitely actionable for rice marketers,” said Klein, who is the podcast co-host and USA Rice vice president of domestic promotion and communications. “It’s interesting to hear Cameron talk about the different priorities of brown rice and white rice eaters – they’re not always 100 percent aligned.”
The latest data, which Jacobs explains comes from the second year of a three-year program, includes fascinating insights into children’s eating habits and what is motivating parents to feed their kids rice.
“Our timing to launch this program was excellent,” Jacobs said. “We have a year of pre-pandemic insight, a pandemic year, and now this post-pandemic period to study and compare. We’re learning a lot.”
While the podcast episode is available to everyone on all podcast platforms and online at
TheRiceStuffPodcast.com, the full research data is only available to USA Rice members via their online account.
New episodes of
The Rice Stuff are published on the second and fourth Tuesday of every month and can be found on Apple Podcasts, Google Podcasts, Spotify, and Stitcher.