Social Media Shares Rice-Based Iftar Recipes

MIDDLE EAST REGION -- The Holy Month of Ramadan started on April 2 and this year lasts until May 1, or from one sighting of the crescent moon during the ninth month of the Islamic calendar until the next.  Ramadan is observed by Muslims worldwide as a time of fasting, prayer, reflection, and community.  The common practice is to fast from dawn to sunset, and after sunset, families break the fast with the Iftar meal featuring several traditional dishes where rice is a major ingredient.  

“Not surprisingly, rice consumption increases in the few weeks before and during Ramadan, providing a great opportunity to boost awareness and sales of U.S.-grown rice,” said Eszter Somogyi, USA Rice director of Europe, Middle East, and Africa.  “During this timeframe, USA Rice runs media and social media campaigns in several Middle Eastern markets including Saudi Arabia, the West Bank, and Jordan.”

In Saudi Arabia, USA Rice promotions are focused on digital and social media activities as the best way to reach Saudi consumers under the age of 25 who make up 40 percent of the population.  Activities include USA Rice advertising on Shahid.net, the leading entertainment streaming platform in the Arab world, with an expected reach of more than 100,000 viewers during Ramadan, as well as geographic and age targeted YouTube advertising with USA Rice messaging.  The popular Arabic cooking platform, Fatafeat, is showcasing six new USA Rice recipe videos with a guaranteed viewership per episode of 200,000 on Facebook and 75,000 on Instagram.   This content also will be posted on USA Rice Saudi-specific social media handles for further reach and engagement.

In Jordan, USA Rice teamed up with a local U.S. rice importer for an extensive outdoor media campaign that includes billboards and LED screens in Amman, the country’s capital, as well as other major cities like Zarqa, Jarash, and Irbid.   supported by social media posts on our Jordan specific social media handles.

In the West Bank, three U.S. importers are conducting joint promotional activities including billboards in major cities, supported by radio advertising and in-store promotions to stimulate demand and raise awareness.  For the first time this year, USA Rice teamed up with Fajer TV and a popular local influencer chef to record 15 cooking episodes featuring U.S. rice.  These episodes are broadcast every other day on Fajer IPTV as well as on the Fajer YouTube and Facebook sites, reaching more than 50,000 people per episode.

“U.S.-origin rice is appreciated by consumers in the Middle East for its high quality and suitability for local dishes like Kabsah in Saudi Arabia or Mansaff in Jordan and the West Bank,” said Somogyi.  “Iftar meals are important social happenings and home cooks want to offer their families and guests special dishes prepared with extra care using the best ingredients.  Including U.S. rice messaging on the social media handles of popular local cooking shows and streaming platforms in these countries helps put U.S. rice in the center of the Iftar table.”