TAIPEI, TAIWAN – Since 2020, USA Rice has worked with importers to introduce U.S. long grain to Taiwan, and in January 2023, Costco Taiwan introduced a new package of U.S. long grain enriched rice as its Kirkland Signature house brand at all 14 stores nationwide.
USA Rice partnered with Costco to arrange in-store promotions to enhance awareness and boost sales of this new product. The first phase of promotions launched last month (see
USA Rice Daily, February 15, 2023).
“To provide customers with the experience of the unique taste, aroma, and texture of U.S. long grain, the first phase mainly focused on tasting the variety,” said Jim Guinn, USA Rice director of Asia promotion programs. “We had staff in stores interacting with customers, talking about the product’s characteristics and explaining the advantages of rice with fortified nutrition.”
In the first week of the promotion, approximately 200 25-pound packages of U.S. rice were sold, and staff reported getting a lot of positive feedback from consumers.
“The promotions at Costco are scheduled through the fourth quarter of this year with a second phase featuring creative rice recipes adding nutritious ingredients, such as dried fruit, nuts, and vegetables to the fortified rice,” said Guinn.
Taiwan is the third largest market for U.S. rice in Asia, importing 59,900 MT in 2022, valued at $41.4 million, compared to 57,400 MT valued at $37.6 million in 2021.