Partnership with Big Y Dietitians Helps Boost Awareness and Sales of U.S. Rice

Apr 28, 2015

ARLINGTON, VA -- Earlier this year, USA Rice participated in the Living Well Eating Smart (LWES) program at Big Y, a supermarket chain of more than 60 stores in Massachusetts and Connecticut. From January through March, shoppers were exposed to the many uses and nutritional benefits of U.S.-grown rice through a print and online newsletter, social media, as well as in-store signage and displays.
 
During the two-month promotion, Big Y's rice category saw a 5.8 percent increase in rice unit sales compared to the same time period last year.
 
"With a growing trend toward sustainable, locally-grown, nutritious foods, a focus on U.S.-grown rice was a perfect fit for our January Winter Warm-Ups theme," said Andrea Luttrell, Big Y Registered Dietitian. "It's important to educate shoppers on the health benefits of the foods they are purchasing. Our shoppers were very receptive to the messages about rice -- after all, it's such an affordable and versatile pantry staple! So reminding them that this delicious food comes with a host of nutritional benefits, and that it's grown in the USA, allows our shoppers to enjoy their eating experience while feeling good about what they are feeding their families."
   
Customized partnerships with retail dietitians are a great way to increase visibility of U.S.-grown rice in the supermarket communication channels and drive shopper interest in U.S.-grown rice.
 
Contact:  Katie Maher (703) 236-1453