Palm Springs provides inspiration
Oct 06, 2023
PALM SPRINGS, CA – Last week, USA Rice staff attended the CREATE Experience show and hosted foodservice operators on the “Cool Things Tour,” a one-of-a-kind, private, epicurean tour and networking event for foodservice executives.
CREATE is an annual conference for growth-minded restaurateurs hosted by Nation’s Restaurant News that offers suppliers the opportunity to connect with restaurant industry leaders who are seeking ideas to grow their business.
The tour kicked off with an introduction to USA Rice as the exclusive sponsor and a recipe tasting of Kimchi Breakfast Fried Rice. The recipe was developed by the USA Rice team of research & development chefs for tour attendees and now has been added to the USA Rice foodservice recipe database.
Next, the twenty-two operators visited six locally-owned restaurants in downtown Palm Springs where rice was showcased along with other culinary delights, and attendees learned about the history of the area.
“The Cool Things Tour was a ‘cool’ way to promote U.S.-grown rice as a meaningful solution for restaurant growth, and for us to amplify our brand and build meaningful connections with those directly responsible for purchasing decisions at multi-unit chains and independent establishment operators,” said Cameron Jacobs, USA Rice senior director of domestic promotion, who attended the events.
USA Rice signage was prominently displayed throughout the show and also included on the conference website, social media promotion, and sponsor mentions in pre- and post-show editorial coverage by Nation’s Restaurant News. As a supporting sponsor, USA Rice will also receive the full list of show attendees and conduct outreach to relevant operators.
“This is the exact audience we need to be in front of, positioning U.S.-grown rice as a cost-effective catalyst for growth and USA Rice as a trusted partner for those looking to take their foodservice operation to the next level,” said Jacobs.