Comparing rice grains at the Zaunbrecher Farm in Rayne, Louisiana
Oct 31, 2023
MID-SOUTH RICE COUNTRY, USA – USA Rice recently hosted a delegation of six Central American retailers and distributors from Nicaragua, Guatemala, El Salvador, and Costa Rica for a week-long trade mission through rice country in the mid-south.
The tour included two main stops in Memphis, Tennessee, and Lafayette, Louisiana, where participants met with USA Rice members and industry representatives. Each session of presentations was followed by business-to-business meetings that allowed delegates to meet privately with suppliers for more detailed discussions.
“This trade mission was organized to introduce new sectors to U.S.-origin rice in a way that they have never experienced it before so instead of a road trip, the delegates stayed put and USA Rice members came to them to share knowledge and show off their rice varieties,” said Asiha Grigsby, USA Rice director of international promotion for the Western Hemisphere who led the trade mission.
Now that four of the six CAFTA-DR countries (El Salvador, Guatemala, Honduras, and Nicaragua) have entered free trade, this retail market is open to source rice directly from foreign suppliers. USA Rice aims to keep U.S.-origin rice top of mind for these importers.
“This reverse trade mission was an excellent way to demonstrate to our Central American importers the love and passion that is poured into producing each grain of U.S.-grown rice,” said Josh Hankins, USA Rice director of grower relations and the Rice Stewardship Partnership who assisted the mission in Tennessee. “That sentiment was on full display this week.”
The reverse trade mission culminated at the 86th Annual International Rice Festival in Crowley, Louisiana, where Kane Webb, director of field services for USA Rice, helped delegates navigate festival activities as they received VIP treatment as honored guests.
“The group was welcomed by the 85th Rice Festival Queen Sadie Zaunbrecher and Festival President Kevin Spell, and had special backstage access to Zydeco musical entertainment where they were grooving to the rhythm and line dancing with the locals,” said Webb. “We also made sure they got to meet Julie and Christian Richard, the 2023 Rice Farmers of the Year, who explained rice growing techniques on their farm in Kaplan, Louisiana, and the importance of the Central American market to their business.”
Exit surveys completed by the delegates revealed that more than $260,000 in U.S.-origin rice sales are anticipated as a result of the business-to-business meetings and presentations given during the week.
Central America is among the top five export markets for U.S. rice, and USA Rice conducts consumer activities and trade promotions year-round in this region.