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
Rachid Houari, deputy general manager of the Port of Tangier, gives a presentation on the largest port in Africa
Dec 11, 2024
CASABLANCA, MOROCCO – USA Rice participated in the U.S. Department of Agriculture (USDA) agricultural trade mission here last week, joining dozens of cooperator groups, agribusinesses, and state departments of agriculture to learn more about opportunities and challenges in the Moroccan and West African markets. Daniel Whitley, administrator of the USDA Foreign Agriculture Service, led the mission with an agenda of market briefings, business-to-business meetings, and food and agriculture site visits.
The trade mission was the largest ever to take place in Africa and kicked off with an in-depth presentation on the background of the economic and market situation in the region. FAS agricultural specialists outlined the situations in Morocco and Senegal, noting that Morocco was the second-largest market for U.S. agricultural exports in Africa, with trade reaching $900 million in 2023. Morocco is also the only country in Africa with which the United States has a free trade agreement, offering a simpler route to expanding the trade relationship.
Agricultural cooperators, including USA Rice, had the chance to sit down as a group with Administrator Whitley to share concerns and learn more about export opportunities for U.S. grown commodities. He emphasized the variety of ways Morocco offers opportunities for increased exports to both the country and continent, including the largest port in Africa, its influence amongst other African nations, and the free trade agreement facilitating the trade relationship between the two countries.
The trade mission included visits to sites central to the agricultural and economic strength of Morocco, including the Moroccan National Milling and Bakery School, the National Agricultural Research Institute, and the Port of Tangier, the largest port in Africa and the gateway to the continent.
“The growing populations and economies of Morocco, Senegal, and Cote d’Ivoire represent promising potential for new markets for U.S. rice, as evidenced by the five trade leads collected here that have been provided to our members,” said Jesica Kincaid, trade policy consultant for USA Rice, who participated in the mission. “This USDA trade mission provided a valuable opportunity to meet importers and businesses and learn about Morocco, not only as a singular market, but as an entry point to the African market as a whole.”