TOKYO, JAPAN – Earlier this month, the U.S. Embassy’s Agricultural Trade Office (ATO) here launched the food promotion, Taste of America 2024, which runs from April 15 to 28. USA Rice has been a major participant in the promotion that has been conducted in Japan since 2011 to introduce various U.S. foods and American food culture to the Japanese people.
The Taste of America 2024 theme is "Flavorful Adventure," and more than 30 restaurants in Tokyo participated in the promotion, offering special menus using U.S. foods and ingredients. At the kick-off event on January 23, the ATO invited 50 restaurants and social media influencers to introduce U.S.-origin foods where USA Rice showcased "new rice menus" using U.S. medium grain with taste-testing menu samples, such as rice salad, risotto, and a rice tart.
As a result of this taste test, nine restaurants decided to use U.S. medium grain on their menus served during the promotion period. Information on the participating restaurants and menus was heavily promoted to Japanese consumers through Gochiso USA, ATO's official Instagram, USA Rice Japan’s social media, and press releases.
“USA Rice was one of the most featured U.S. foods used in this year’s ‘Taste of America’ promotion and we credit that to both our representation in Japan and the Foreign Agricultural Service staff that have developed strong relationships with these restaurant chains,” said Chris Crutchfield, California rice miller and chair of the USA Rice Asia, Turkey Promotions Subcommittee who was part of a recent USA Rice delegation that traveled to Toyko for a trade seminar (see
USA Rice Daily, April 17, 2024).
The trade delegation team, including USA Rice members and staff, visited a local Hard Rock Café, one of the nine restaurants featuring U.S. rice on the opening day of the promotions. The main dish served was Lumberjack Steak with Fried Rice. “We were impressed by the visibility of the promotional signage, the menus, and the quality of the dish served,” said Crutchfield.
In addition to the Hard Rock Café, U.S. medium grain was also highlighted in dishes at American chains Bubba Gump Shrimp Co. and California Pizza Kitchen. Some restaurants expressed interest in using in U.S. medium grain in the future, emphasizing its adaptability for their menus.