AMMAN, JORDAN, and ANKARA & ISTANBUL, TÜRKIYE – Last week, a delegation of USA Rice staff and members including ADM Rice, American Commodity Company, Catlett Warehouse, Farmers' Rice Cooperative, Sun Valley Rice, and The Rice Company participated in a multifaceted schedule of engagements with local traders, foodservice professionals, influencers, and government officials, all aimed to highlight the quality and availability of U.S. rice to these markets.
As part of the program, USA Rice hosted a seminar in Amman, the capital city of Jordan, for more than 50 participants, including rice importers from Jordan and the West Bank, representatives of the Jordanian Ministry of Agriculture, the Jordanian Food and Drug Administration, the U.S. Embassy, and the U.S. Department of Agriculture Foreign Agricultural Service (FAS) there.
Next, the group traveled to Ankara, the capital city of Türkiye, where the delegation was officially received by the Turkish Grain Board (TMO) and TMO Chairman and Director General Ahmet Güldal, who was joined by senior trade and quality officials. USA Rice members gave presentations on the current U.S. crop, emphasizing the reliability and quality of U.S. medium grain. The U.S. delegation also highlighted the role of the U.S. Federal Grain Inspection Service (FGIS), whose rigorous inspection and certification standards ensure consistency, food safety, and quality in U.S. rice exports, building confidence among foreign buyers and government bodies such as the TMO. Director General Güldal participated in a USA Rice reverse trade mission to California in October 2024 (see
USA Rice Daily, October 15, 2024).
Following the meeting, Güldal hosted the delegation for lunch, creating an open forum for dialogue on mutual challenges and opportunities. Discussions touched on production declines linked to drought and water shortages, shifting consumer preferences, and import pressures, as well as the impact of retaliatory tariffs on U.S. rice. Turkish participants shared sector concerns, while U.S. representatives underscored California’s ability to provide stable, high-quality supply despite competitive pressures. In recognition of this longstanding partnership, USA Rice presented a plaque of appreciation to Güldal, symbolizing the value of collaboration between U.S. rice growers and Türkiye’s leading state institution.
Later, the delegation also met with the FAS Ankara team to review the broader trade environment, tariff barriers, and the importance of sustained cooperation to safeguard the competitiveness of U.S. rice in the Turkish market.
In Istanbul, the mission shifted to the gastronomy sector with a culinary and influencer event at Madera Restaurant, part of the C-paces Group, a name known for its premium dining concepts. Under the direction of Chef Özay Akar, joined by Chef Emrah Fandaklı, four innovative Calrose-based dishes were showcased in a live kitchen workshop that blended modern creativity with traditional Turkish flavors. Nine leading influencers attended the event, generating 25 distinct posts so far across Instagram and other platforms, reaching more than 1.4 million consumers. All posts were pinned on the USA Rice social media handle in Turkey, @Pirinçli Günler Instagram page, leaving a long-term digital archive to sustain momentum.
The program continued with business-to-business (B2B) meetings providing direct dialogue between Turkish importers and U.S. exporters. Nine Turkish companies — including top names such as Tat Bakliyat, Yayla Bakliyat, Reis Gıda, and Tiryaki Agro — engaged in targeted business discussions. Both sides expressed strong satisfaction with the exchanges, confirming interest in expanding commercial cooperation.
A USA Rice trade seminar followed, organized in cooperation with PAKDER, one of Türkiye’s most influential grain and pulses associations, with more than 50 participants from Turkish rice importers, retailers, and wholesale businesses, as well as representatives of several foodservice and importer associations.
“The week-long trade mission demonstrated the strength of a multi-faceted program, one that combines gastronomy, trade, government, and culture, to ensure USA Rice maintains its reputation as a premium, reliable, and versatile product in key markets in the Middle East including Jordan, the West Bank, and Türkiye,” said Steve Vargas, senior vice president at Sun Valley Rice and chair of the USA Rice International Promotion Committee, who was in attendance. “We appreciate the direct interaction with local buyers and government officials as well as local FAS posts to continue to build demand for U.S. rice in the region.”