MIDDLE EAST REGION – Each year, the holy month of Ramadan brings families and communities across the Middle East together to share meaningful moments around the table. From the evening Iftar meal that breaks the daily fast to late-night gatherings with friends and relatives, food plays a central role in strengthening social bonds and cultural traditions. The holy month begins with the sighting of the new crescent moon, expected this year tomorrow, February 18, and lasts for four weeks.
Among the many staple ingredients enjoyed during this special time, rice remains one of the most important across the region. Each country has its own popular recipes such as kabsah in Saudi Arabia, mansaff or maqluba in Jordan and the West Bank, and a wide variety of pilafs in Turkey, commonly served during Iftar because they are both nourishing and satisfying after a long day of fasting. Rice is often prepared with fragrant spices, herbs, and slow-cooked meats, creating comforting meals that bring families together.
“U.S. rice plays an important role in meeting the region’s demand for high-quality and reliable food ingredients during this busy season,” said Eszter Somogyi, USA Rice director for Europe, Middle East and Africa. “Known for its consistency, versatility, and suitability to local dishes, consumers and foodservice chefs alike use U.S. rice to prepare both traditional and modern Ramadan dishes.”
Capitalizing on the high demand period leading up to and during Ramadan, USA Rice worked together with several local U.S. rice brands across Saudi Arabia, Jordan, the West Bank, and Turkey to increase awareness and demand for U.S. rice across multiple categories.
Promotional activities included an extensive outdoor media campaign in cooperation with two different U.S. rice brands in Amman, Jordan’s capital city, as well as Irbid and other smaller cities, with a combined reach of more than five million Jordanians, representing approximately half of the nation's population.
In Saudi Arabia, major campaigns have been initiated in partnership with two local U.S. rice brands across six major hypermarket chains, strategically covering key regions in the country. Activities include both in-store advertisements and sampling, with more than 162 sampling sessions held at selected branches of major local hypermarket chains such as Panda. Collectively, these campaigns are expected to reach more than five million people throughout Saudi Arabia, supported by recipe videos produced in cooperation with local influencers, as well as six recipe videos recorded and posted in cooperation with the Fatafeat channel, the most popular Pan Arab cooking channel in the region.
In the West Bank, USA Rice partnered with four local U.S. rice brands to conduct in-store promotions, outdoor advertising, digital media advertising, and a campaign on Mada TV, maximizing high-traffic exposure during the peak shopping season.
Activities in Turkey focused on in-store promotions and the production of festive Ramadan recipe videos in cooperation with local influencers, which will be posted throughout Ramadan.
“Beyond its culinary value, rice also symbolizes generosity and hospitality,” Somogyi explained. “Large rice platters are shared with extended family, neighbors, and those in need, reflecting the spirit of giving that defines Ramadan. Our work in the region has U.S. rice well positioned to support these cherished traditions.”