USA Rice Promotions Tailor-Made in Mexico

Mar 24, 2016
Celebrating International Women's Day
QUERÉTARO and GUADALAJARA, MEXICO – This month, USA Rice conducted two promotions here, one large and one small, with the shared goal of increasing awareness and use of U.S.-grown rice.  

The first promotion, a rice cooking demonstration called "Women Cooking Rice," was in honor of International Women’s Day on March 8, and was organized in coordination with the City of San Juan del Río, Querétaro, so local women could learn simple ways to contribute to a healthier home by providing their families a more varied diet.  

More than 100 women participated in the event that culminated in a cooking contest where attendees prepared 50 new rice recipes.  One of the competitors, Rosenda Salas, said, “I didn't know that we could prepare so many dishes with rice and that it was so easy to prepare.  I used to wash and fry rice which took a long time; now I know that I can cook it much faster and in a healthier way."

USA Rice scaled up efforts from small town to big city last week at Expo ANTAD & Alimentaria 2016, the preeminent three-day forum/expo in Guadalajara.  USA Rice hosted a booth where chefs conducted cooking classes and seminars for hundreds of buyers, foodservice professionals, and press.

Chef Fernando Martínez Zavala, a current contestant on the Mexican installment of the Top Chef TV Franchise, said, “I consider rice to be a significant ingredient in my cooking and working with USA Rice has awakened my culinary imagination.”

Chef Martínez appeared on the USA Rice television program after winning "Cocinero del Año México 2014" (Best Cook in Mexico 2014), a national competition for professional chefs which is also broadcast in the United States on NBC’s Spanish-language network, NBC Universo.

“More than 45,000 people from the retail industry and food service sector in Mexico attended this giant trade show,” said USA Rice Vice President of International Promotion Jim Guinn.  “Combining Expo ANTAD, a trade show for retailers, manufacturers, and producers, with Expo Alimentaria, an international trade show targeting the food service industry, brought together all factions of the agro-alimentary sector in Mexico.  Hundreds of retailers including Sam’s Club, Costco, Walmart, and HEB, mixed with renowned international chefs hosting live cooking demonstrations and culinary contests.”

Guinn concluded, “This customized approach to promotions, making contact with a small crowd one day and multitudes the next, allows USA Rice to capitalize on opportunities throughout Mexico to establish and strengthen trade relations on every level, in this, our largest market.”