SAN JOSÉ, COSTA RICA — Last week, Asiha Grigsby, USA Rice’s Senior Director for International Promotion for the Western Hemisphere, was invited to present at the annual FECARROZ (Central American Rice Millers’ Federation) Board of Directors meeting. Grigsby highlighted USA Rice’s current promotional programs in the region, explored opportunities for future collaboration with Central American importers, and addressed member concerns regarding trade equity and consumer perceptions of U.S. rice.
In her presentation, Grigsby reviewed recent promotional efforts aimed at increasing awareness and preference for U.S. rice among Central American consumers. She emphasized USA Rice’s commitment to working closely with importers and local distributors to develop tailored marketing campaigns, offering support in branding, activations, and consumer engagement. She also outlined opportunities for joint workshops and training sessions on quality, marketing, and food safety to build consumer confidence. A key theme was ensuring U.S. rice competes on a level playing field—particularly in markets where rice from non-CAFTA-DR countries is entering tariff-free.
Much of the discussion centered on concerns about rice entering the region with little to no tariff barriers, which undermines the preferences negotiated for U.S. rice under CAFTA-DR. Grigsby reaffirmed USA Rice’s commitment to working through trade and diplomatic channels to uphold these commitments and to seek action by appropriate stakeholders
“Central America is one of our most important partners, and our shared history of collaboration has built a foundation for real growth,” said Grigsby. “By working together, we can ensure a fair and prosperous trade future that benefits both U.S. exporters and the region’s rice industry.”
Another significant topic was misinformation surrounding arsenic in U.S. rice imports. Some Central American importers noted media reports and consumer concerns in Guatemala and Honduras suggesting U.S. rice contains higher levels of arsenic compared to national origin brands.
Grigsby provided scientific data and educational materials demonstrating that U.S. rice consistently meets or exceeds global safety standards. She encouraged FECARROZ members to help counter misinformation through education, targeted campaigns, and coordinated communication to protect consumer trust.
For the first six months of 2025, the U.S. has exported 263,000 MT of rice to CAFTA-DR, 25 percent less than the same time period last year.