ARLINGTON, VA – USA Rice recently wrapped up the 2022-2023 digital influencer program with impressive returns, surpassing benchmarks by more than 104 percent.
The two main tactics of the program consisted of employing social media influencers to promote U.S.-grown rice through recipe development and content creation with a focus on regional and cultural dishes, plus original content creation and social amplification from
thefeedfeed, curators of the largest digital food & influencer community.
Four culinary influencers developed, photographed, and shared twelve new rice recipes that promoted the U.S.-grown difference and inspired rice usage. The editorial team at
thefeedfeed produced six on-trend rice recipes, conducted a four-part National Rice Month series, and featured a rice-focused “recipe of the day” once a month on
thefeedfeed.com, in addition to the reposting of influencer recipes and the amplification of content across the agency’s following of 6.4 million.
The 2022-2023 program was completed on July 31 and resulted in the creation of eighteen new rice recipes along with video production, and the generation of 45.9 million consumer impressions and 4.9 million direct engagements in promotion of U.S.-grown rice.
“This program keeps domestic rice prominently positioned in the online food and culinary space, helps the industry reach more and more consumers each year with USA Rice messaging, and works to make rice relevant throughout the year in our largest market,” said Robbie Trahan, a rice miller from Louisiana and chair of the USA Rice Domestic Promotion Committee. “With the program’s final reach figure surpassing benchmarks, I have no doubt our content strategy is resonating with online audiences and hopefully inspiring many ways to rice.”
A combination of U.S.-grown milled and whole grain short, medium, and long grain rice varieties were used and highlighted in the new recipes including Tomato Rice, Clay Pot Rice, Red Beans & Rice, Rajma Chawal, Brown Butter Scallops with Champagne Risotto, Omurice, Dirty Rice, Mushroom Asparagus Risotto, Mini Sushi Bundts, Tuna Onigiri, Black Rice Horchata, and Torta Di Riso.
“These strong end-of-year metrics highlight the progress USA Rice continues to make in the online food space as we build on the success of the program year over year,” said Michael Klein, USA Rice vice president of communications & domestic promotion. “Not only does the program keep rice content fresh and accessible year-round, but by utilizing these influencers and working with
thefeedfeed, USA Rice is also able to educate consumers in the domestic market and connect with new and key audiences every year.”
In addition to the immediate impact of the digital program, USA Rice retains the right to use and distribute all created recipes, videos, and photos. The entire 2022-2023 recipe collection can be accessed through the USA Rice recipe database on
thinkrice.com.