Market Access & Promotion
Rice is one of the world’s most widely consumed grains and the primary dietary staple for more than half the world’s population. American rice farmers grow 9 million tons of rice each year, just more than half of which is exported to more than 120 countries.
The U.S. Department of Agriculture's Market Access Program (MAP), Foreign Market Development (FMD) Program, and Agricultural Trade Promotion Program (ATP) help the rice industry open foreign markets and promote our products abroad, with a proven track record of success in more than 30 overseas markets. Learn more about our international market promotions below.
International Promotions
Recent News
Importers, government reps, and USA Rice members attend the three-day seminar
Aug 19, 2024
AMMAN, JORDAN – Last week a delegation of USA Rice staff and members including ADM Rice, American Commodity Company, Farmers‘ Rice Cooperative, Sun Valley Rice, and Western Foods visited here to participate in a USA Rice organized trade mission. As part of the program, USA Rice hosted a seminar for traders from Jordan and the West Bank, both important export rice markets for U.S. medium grain.
More than 60 participants attended the seminar, including rice importers, 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) in Jordan.
Dr. Blake Wilson, rice entomologist and associate professor at the Louisiana State University Ag Center, provided a thorough discussion on proper storage and fumigation practices including safe and practical ways to measure and mitigate infestations. Additionally, an overview of the 2024-2025 U.S. rice supply and outlook was provided by Steve Vargas, chair of the USA Rice International Promotion Committee and Mark Holt, chair of the USA Rice Europe, Africa, Middle East Promotion Subcommittee.
“We heard back from numerous participants that they found the event informative and the information shared was helpful for their businesses,” said USA Rice COO Sarah Moran who attended the three-day event. “We value the relationships we have built with the traders in both countries over the past years and look forward to growing our presence in these markets.”
U.S.-origin rice has been present in the Jordanian market for more than 40 years and Jordan is the third largest medium grain market for U.S. exports with total sales averaging 80,000 MT. Sales have been below average for the previous two years due to lower production caused by adverse weather conditions but with current improved rice production levels, U.S. rice sales to the region are expected to rebound. The West Bank, in particular, has shown great potential for U.S. rice exports, and there are opportunities to continue to grow our presence here.
“The U.S. rice industry is proud to supply one of Jordan’s most important staple foods and we value the long-term relationships our industry has within the Jordanian marketplace,” said Moran. “It was a great experience interacting directly with the local trade who were impressed with our promotional activities. USA Rice has plans for a robust marketing and trade servicing program to support U.S. rice sales to this region.”