New twist on favorite American ingredients for Japanese consumers
Apr 14, 2023
TOKYO, JAPAN – Taste of America, a promotion sponsored by the U.S. Department of Agriculture’s Agricultural Trade Office (ATO) here, wraps up a successful two-week run today with the goal of introducing U.S. food culture and ingredients to Japanese food service and retailers. USA Rice collaborated with participating restaurants and retailers to showcase menus using U.S. medium grain rice to increase the presence of U.S. products in the Japanese restaurant business.
“More than thirty restaurants and supermarkets took part in this year’s ‘ReNEW’ campaign,” said Jim Guinn, USA Rice director of Asia promotion programs. “And seven of those companies, representing nine restaurants, served dishes using U.S. rice during the promotional period. On the retail side, two supermarkets, National Azabu and Nisshin World Delicatessen, sold U.S. medium grain in 300g packages to shoppers during the promotion.”
At a kick-off event in January, USA Rice provided taste-testing dessert menu samples featuring U.S. medium grain and worked with chefs to perfect the dishes served during Taste of America.
“We’ve seen continued interest in U.S. rice and a significant increase in the value of U.S. rice exports lately,” said Guinn. “The ReNEW campaign is a great opportunity for us to make new contacts and to keep raising awareness for U.S.-grown rice.”
Imports in calendar year 2022 were 294,000 MT, compared to 320,000 MT in 2021. However, the value of U.S. exports increased by more than $100 million, from $306 million in 2021 to $408 million in 2022.