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
Showcasing U.S. agriculture to prospective importers in Colombia
Aug 21, 2024
BOGOTÁ, COLOMBIA — Last week, U.S. Department of Agriculture Under Secretary for Trade and Foreign Agricultural Affairs Alexis Taylor led a group of U.S. cooperators and private businesses on an agribusiness trade mission here. Among the participants was Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere, who played a key role in representing the U.S. rice industry during this critical mission.
Colombia, a premier destination for American agricultural products, is the largest importer of U.S. rice in South America. In the first five months of 2024, Colombia imported an impressive 140,000 metric tons of U.S. rice, valued at $62.4 million, primarily paddy rice for further processing and limited quantities of U.S. milled long grain and sushi rice. This highlights Colombia's importance as a crucial partner for the U.S. rice industry, as well as the broader agricultural export market.
Since the implementation of the U.S.-Colombia Trade Promotion Agreement in 2012, U.S. agricultural exports to Colombia have surged by 237 percent, reaching a record $3.7 billion in 2023. This growth is driven by changes in Colombian lifestyles, including the rise of dual-income households, a growing interest in healthier food options, and increasing demand for packaged and prepared food products. Formal retail establishments, such as supermarkets and mid-sized grocery stores, now account for 60 percent of food distribution nationwide, presenting significant opportunities for U.S. rice and other agricultural products.
“Colombia represents a top-tier food and agricultural export destination for American farmers, ranchers, and processors,” said Under Secretary Taylor. “As the second-most populous country in South America, Colombia enjoys highly favorable demographics, coupled with 20 years of continuous economic growth, which saw a 36-percent increase in median household income. The USDA is committed to supporting and facilitating agricultural trade between suppliers and buyers throughout the Western Hemisphere, including Colombia.”
During the mission, U.S. agribusiness representatives, including USA Rice, engaged in high-level meetings with potential importers from across Colombia. The agenda included detailed market briefings provided by FAS staff and local industry trade experts, as well as site visits in Bogotá and its surrounding areas. These interactions provided invaluable insights into the Colombian market and allowed for the strengthening of relationships between U.S. suppliers and Colombian buyers.
“This mission underscores the importance of the Colombian market and reaffirms the commitment to expanding U.S. rice exports in the region,” said Grigsby. “The continued growth in demand for U.S. rice in Colombia is a testament to the quality and reliability of our rice, and USA Rice remains dedicated to supporting this vital market.”