ARLINGTON, VA – USA Rice recently hit the East Coast local news as part of an ongoing retail partnership with the mid-Atlantic grocery chain Weis Markets.
The segment bringing U.S.-grown rice to the TV audience aired in the Philadelphia, Pennsylvania, region and showcased USA Rice’s vibrant Chicken Berry and Brown Rice Bowl recipe, with messaging focused on rice’s versatility and the U.S.-grown difference.
Weis Senior Regional Dietitian Lyndi Mies led the cooking segment that featured a display of the USA Rice logo and the chain’s domestic rice offerings. Mies prepared the spring brown rice bowl recipe while sharing U.S.-grown talking points, discussing the nutritional merits of whole and enriched rice, highlighting U.S.-grown aromatic rice types, and reminding viewers that rice is a high-quality carbohydrate that should be consumed as part of a healthy diet.
“Media placements like this are a direct line to consumers showing just how easy it is to turn U.S.-grown rice into a fresh, flavorful, healthy meal that is perfect for every season and fits nutritional and conveniency demands,” said Cameron Jacobs, USA Rice vice president of domestic promotion.
The media segment was broadcast this past March during the Sunrise Chef portion of the news on WFMZ, covering the Lehigh Valley, Berks County, and Philadelphia. Total viewership of the rice segment was nearly 17,000.
Additional tactics of this partnership include a feature in Weis Market’s
HealthyBites in-store magazine, delivering seasonal recipes and inspiration, and in-store audio messages in promotion of U.S.-grown rice. Past coverage of the promotional retail tactics can be found
here.