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
Shoppers can't miss USA Rice point of sale promotions
Mar 05, 2025
MIDDLE EAST REGION – The Holy Month of Ramadan is observed by Muslims worldwide as a time of fasting, prayer, reflection, and community. It began late last week and runs through March 30. The common practice is to fast from dawn to sunset, when families and friends gather to break the fast with the Iftar meal featuring several traditional dishes where rice is a major ingredient.
“As you would expect, 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 in several Middle Eastern countries,” said Eszter Somogyi, USA Rice director of Europe, Middle East, and Africa.
In Saudi Arabia, promotions conducted in cooperation with a local U.S. rice brand launched in February and incorporate point of sale materials in major local hypermarkets such as Panda, Danube, Bin Dawood, and Lulu to increase visibility and demand in the stores. Additionally, a total of 11 LED screens share the same messaging in the major cities of Jeddah, Jizan, and Mecca for a duration of four weeks.
In Jordan, USA Rice teamed up with two local U.S. rice importers for an extensive outdoor media campaign that includes 80 high-definition digital screens in Amman, the country’s capital, as well as 100 street billboards and a digital screen in Irbid.
In the West Bank, USA Rice is working with four U.S. importers supporting their local U.S. rice brands with billboards and radio advertising in major cities, and in-store promotions as well as in-store branding.
“U.S.-origin rice is appreciated by Middle East consumers for its excellent quality and suitability for favorite dishes such as kabsah in Saudi Arabia or mansaff in Jordan and the West Bank,” said Somogyi. “Iftar is the meal eaten after sunset and is an important social happening so home cooks want to offer their families and guests special dishes prepared using the best ingredients. Our campaigns and promotions with local U.S. rice brands in this region help position U.S. rice as a must-have ingredient for the Iftar table.”