ARLINGTON, VA – USA Rice partnered with Mid-Atlantic retailer Weis Markets to promote the benefits and versatility of U.S.-grown rice directly to the grocery chain’s consumers over a two-month spring campaign that started in early March.
Under the theme of the spring season and with a focus on sustainability, Weis dietitians are promoting the nutritional power and culinary value of domestic rice through a variety of shopper outreach tactics across their more than 200 locations. The partnership kicked off with a two-page spread in the spring edition of Weis Market’s
HealthyBites in-store magazine, delivering seasonal recipes and inspiration, and positioning U.S.-grown rice as a natural, plant-based ingredient to consumers. More than one hundred thousand copies of the magazine are available at all store locations through the end of April as well as online.
“The Weis Dietitian Team loves partnering with USA rice to educate customers on all the benefits of U.S.-grown rice,” said Weis Senior Regional Dietitian Kimberly Varner. “With the nutrient benefits and sustainability efforts, U.S.-grown rice is a budget-friendly product that can appeal to every customer and be used in a wide variety of delicious rice dishes.”
In addition to the editorial feature, Weis shoppers in March heard in-store audio messages focused on the nutritional value and everyday appeal of U.S.-grown rice, reinforcing key messaging right at the time of purchase. In April, these dietitian audio recordings shift messaging to celebrate Earth Month and highlight domestic rice, the perfect fit for sustainable spring recipes.
The retail partnership extends beyond the store walls with a coordinated media effort promoting U.S.-grown rice on social, television, and virtual cooking classes. On socials, Weis is showcasing USA Rice recipes across all the retailers’ channels to a following of more than 170K shoppers. For television, a dietitian-led tv segment showcasing a rice-based recipe and discussing U.S.-grown rice’s role in healthy eating patterns is scheduled to air in Pennsylvania, the retailer’s homebase. Lastly, a series of six virtual cooking classes is currently underway offering hands-on experience using U.S.-grown rice and a step-by-step recipe demonstration to the general public.
“Retail partnerships have long demonstrated success in driving awareness and usage of U.S.-grown rice to shoppers,” said Cameron Jacobs, USA Rice vice president of domestic promotion. “By partnering with Weis and utilizing multiple outreach avenues and the expertise of trusted dietitians, we are able to provide important consumer education on the U.S.-grown difference and position rice as a natural, plant-based option perfectly suited for celebrating the fresh flavors of the spring season.”