USA Rice Touches Base with Key Markets in the Western Hemisphere

CANCUN, MEXICO— Last week, USA Rice engaged in a series of strategic meetings with key trade partners from Central America, Mexico, and Colombia here during the Rice Market and Technology Convention.  These meetings were crucial for aligning USA Rice promotional strategies and securing the necessary commitments to support these initiatives.

During a meeting with the Central American Rice Federation (FECARROZ), Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere, underscored the significance of the various efforts in the region that will benefit from the Regional Agriculture Promotion Program (RAPP) funding.

“Our commitment to supporting and enhancing the rice industry in Central America is unwavering,” said Grigsby.  “We are keen to listen and adapt to the needs of our partners there to ensure mutual growth and success.”

Grigsby received valuable feedback on critical issues such as the rice certification protocol at the ports and rice quality, two areas that are paramount for maintaining the high standards and competitiveness of U.S. rice in international markets.  She said, “By working together and embracing innovation, we can continue to elevate the global presence of U.S. rice and meet the growing demands of our international partners.”

One of the highlights of the conference was a virtual presentation by USA Rice member Dr. Tim Walker, CEO of HorizonAg, who delved into the intricacies of rice quality and outlined the next steps for ensuring that U.S. rice remains competitive in an increasingly global marketplace.  Walker’s insights were well-received, sparking lively discussions among attendees on the future of U.S. origin rice.

Over the course of the two-day event, Grigsby met with Washington staff from the USDA Foreign Agricultural Service (FAS) to discuss upcoming promotional activities and funding priorities for USA Rice, and also took advantage of networking opportunities, providing a more informal setting to connect with exhibitors and other stakeholders.  

“The face-to-face interaction was invaluable for fostering relationships and discussing innovative ideas that drive the industry forward and reinforce existing relationships to foster new opportunities in the Western Hemisphere,” said Grigsby.