The organisation, which represents U.S. rice farmers, millers, merchants and allied businesses, will work to increase export value and volume by strengthening awareness and preference across retail, wholesale and foodservice channels, supported by consumer engagement.
Rice exports from the US to the UK have been growing, with US rice sales having increased year on year by around 14% in volume terms to approximately 20,800 metric tonnes, with an export value of around $15.4 million in 20251.
The new campaign will see USA Rice deliver a marketing programme spanning trade marketing and consumer PR engagement.
Activity is set to include an ambassador panel to champion USA Rice across key sectors, industry trade fairs, participation in wholesaler trade days, a UK roadshow programme, advertising and editorial press office activities, influencer partnerships and social media amplification.
Eszter Somogyi, USA rice director for Europe, Middle East and Africa, said: “The UK is the single largest market for US rice sales in Europe, so we are delighted to launch this new UK campaign, which represents a strategic investment in building long-term awareness and demand for USA Rice.
“With the UK being an important export market, this integrated programme will allow us to work closely with buyers, wholesalers and operators to highlight the quality, versatility, sustainability and commercial value of US origin rice.”