COLOGNE, GERMANY – Here at Anuga 2025, the leading global trade fair for the food and beverage industry that ran October 4-8, USA Rice staff and members met with traders and food professionals from around the globe. A bi-annual event, Anuga is an excellent resource for gathering market information from across Europe, the Middle East, and Africa, learning about new market trends, current supply and demand, and other trade-related topics as every segment of the food and beverage industry is represented.
Ten different trade shows take place under the same roof, including dairy, fine food, organic, and fresh food, showcasing the best of what each industry has to offer. In 2023, Anuga welcomed more than 8,000 exhibitors and 140,000 visitors from 200 countries, and the same attendance levels were expected in 2025.
In addition to hosting a booth, USA Rice participated in two special events during this year’s show. First, Arkansas rice farmer and chair of the USA Rice Sustainability Committee Mark Isbell gave a presentation at the 7th annual Eurofins International Rice Conference, whose theme was current opportunities and challenges in international rice trade. Isbell discussed U.S. rice industry sustainability efforts and the recently released
International Rice Industry Sustainability Report (IRIS), which ranked the U.S. the highest amongst major rice producing countries for its sustainability practices and outcomes.
“The U.S. rice industry leads the way in global rice sustainability and the findings of the IRIS Report reflect that,” said Isbell. “I am grateful we had this opportunity to share the results of the hard work of American rice farmers, millers, and merchants with this global audience.”
Next, USA Rice participated for the first time in the “Flavor Fusion Culinary Showdown,” a three-day cooking competition hosted by the World Food Championship in partnership with the U.S. Department of Agriculture (USDA). Each competition featured ingredients sourced directly from U.S. exhibitors, ensuring valuable exposure and creating engaging culinary stories for visitors, buyers, and media alike. By participating in the show, the quality and versatility of U.S.-grown rice was on display for the chefs, judges, and observers.
USA Rice also hosted a reception for more than 40 guests representing current and potential buyers from the region where Isbell gave more insights on U.S. rice industry sustainability efforts and provided an overview of the mid-South’s 2025 rice crop. Derek Alarcon, of Farmers’ Rice Cooperative, talked about the California rice outlook, highlighting another year of abundant supply coming from the Golden State.
“Each year, Anuga offers the industry a great opportunity,” said Alarcon, chair of the USA Rice Europe, Africa, Middle East Trade Policy Committee. “Touching base with our trade contacts from all over the world shows commitment to our markets and partnerships, and the trade leads that are collected here will be shared with our members, offering potential new buyers and markets for all types of U.S. rice.”