Think Rice Road Trip

USA Rice is taking to the highways and byways of the Mid-Atlantic to spread the word about U.S-grown rice.  The team will visit farmers markets, festivals, schools, landmarks, restaurants, and other hot spots in five-states plus the District of Columbia, giving away 3,000 Aroma rice cookers and bags of U.S.-grown rice to consumers and making donations to charitable groups as well.  You can follow along using #ThinkRice – come out and see us if you can!
2019 Think Rice Truck sits in rice field in front of green combine, sun shining through clouds

Recent News

  • Black shopping bag filled with green box and bag of rice, text on side says "Get Creative, Start with Rice" Rice Road Warriors Part One: Winning Hearts and Minds

    Nov 14, 2019

    Year two of the Think Rice Road Trip is winding down, and the team has seen dramatic success staying close to “home” and integrating other components of USA Rice’s Domestic Promotion programs as they hand out thousands of Aroma rice cookers and tons of donated U.S.-grown rice to consumers. Full story
  • https://www.usarice.com/images/default-source/usa-rice-daily-images/domestic-promotion/dp-w-2019-think-rice-truck--shiny-sky-190925.jpg The 2019 Think Rice Road Trip Kicks Off with a Nod to an American Icon

    Sep 26, 2019

    USA Rice is using Johnny Appleseed Day, September 26, to kick off the second Think Rice Road Trip. Like Johnny before them, the USA Rice team wants Americans to eat more U.S.-grown rice. So, they are hitting the road in a 2019 Ford F-150 festooned with rice images and messages, and giving away Aroma rice cookers and U.S.-grown rice. Full story
  • New Consumer Newsletter superimposed over photo showing white rice spilling out of heart-shaped mold onto wooden planks USA Rice Launches New Consumer Newsletter

    Sep 06, 2019

    As the 29th National Rice Month kicked off this week, USA Rice added a new consumer outreach program to its arsenal, the Think Rice Newsletter. The newsletter is a follow up to the 2018 Think Rice Road Trip where Domestic Promotion teams visited with thousands of consumers across the trip’s nine-state route collecting e-mail addresses, areas of consumer interest, and additional information. Full story
  • Man wearing ball cap in driver Think Rice Truck Keeps on Truckin’

    Jan 08, 2019

    After a historic tour of the continental United States and its debut at the Outlook Conference, the Think Rice truck has finally made its way to its forever home in Louisiana, where Michael Fruge will keep it as his personal vehicle and, of course, put it to good use. Full story
  • DP-Think Rice Road Trip Ends with a Salute to the Military-181213 TWO cropped Think Rice Road Trip Ends on a Charitable Note and with a Salute to the Military

    Dec 14, 2018

    The Think Rice Road Trip ended with a new partnership with the San Diego Food Bank and a sizeable donation to military families in San Diego. Full story