Biannual Celebration of Modern Ag on National Mall Let’s USA Rice Practice Retail Politics

WASHINGTON, DC – The Future of Food & Farming was the theme of the 2024 Celebration of Modern Ag festival here this week that featured 50 exhibitors from all sectors of the ag industry.   Equipment giants such as John Deere, Case IH, Claas, and New Holland exhibited alongside technology companies like Arva Intelligence and Guardian Ag; advocacy groups like CropLife America and American Farm Bureau Federation; and commodity representatives like the National Corn Growers, the International Fresh Produce Association, and USA Rice who endeavored to tie everything together for visitors.  

Organized by the Association of Equipment Manufacturers (AEM), the event is a true showcase of how innovation in agriculture is crucial to sustainably and safely providing food for Americans and the world.

Strategically spanning the National Mall between the U.S. Capitol and the U.S. Department of Agriculture (USDA), the location ensured a consistent stream of Congressional and Agency staff and officials alongside tourists and school groups, all interested in the how, what, and where of agriculture.

“Hundreds of people stopped by our booth to learn about rice, tell us their favorite rice brand or dish, and of course, leave with recipes, USA Rice swag, and a newfound appreciation for our mighty grain,” said Cameron Jacobs, senior director of domestic promotion for USA Rice who organized the group’s participation and staffed the booth for all three days of the event.

Handouts included USA Rice’s Sustainability Report, the Registered Dietitian nutrition fact sheet, and conservation practice postcards.  Brands on display that helped reel in consumers were from 4Sisters, Ben’s Original, Botan, Cahokia, Della, Inland Cape, Mahatma, Nishiki, Planet Rice, Producers, Ralston’s, Rice Select, Riceland, Supreme, and Windmill.

Policy was also on the menu.  Senator John Boozman (R-AR) came by to talk about the 2024 Farm Bill that saw some movement this week.  Congressmen Ralph Norman (R-SC) and Bruce Westerman (R-AR) visited separately to express their appreciation for the work of the U.S. rice industry.  Additionally, the USA Rice booth attracted countless USDA staff members, EPA officials, and representatives of the U.S. Patent & Trademark Office to talk shop.

“We discussed the census of agriculture, food aid, foreign market development, regulatory issues, trademarks and certifications, trade policy, and more with dozens of professional staff,” said Michel Klein, vice president of communications and domestic promotion for USA Rice who spent the first two days at the booth.  “I was also impressed with the sophistication of regular consumers.  We got detailed questions about nutrition, conservation, food safety, and even the current Indian export ban and how it was affecting prices and availability.”

USA Rice Manager of Government Affairs Shelby Young and summer intern Caroline Hardy joined Jacobs for the final day of the event.

Jacobs said it was a pleasure to get out and talk to people one-on-one about U.S.-grown rice.

“Obviously we have a passion for U.S.-grown rice and telling our industry’s story,” he said.  “But it was clear from talking to people that rice is an important and beloved part of people’s lives.  This was a special opportunity, and we appreciate AEM including us again.”