U.S. Rice Makes an Impression at FABEX

 
Apr 17, 2017
Taste-testing at the USA Rice booth
2017 FABEX
TOKYO, JAPAN – Last week, USA Rice participated in FABEX, the World Food and Beverage Great Expo, introducing new menu ideas using U.S. medium grain rice.  FABEX is a trade exhibition targeting foodservice and deli operators, and more than 77,000 traders visited during this year’s three-day show.

“Going into FABEX, USA Rice had three strategic objectives,” said Jim Guinn, USA Rice staff who attended the trade show.  “First was to showcase new uses of Calrose, second was to provide taste-testing opportunities for targeted traders, and third was to share information about U.S.-grown rice across the supply chain.”

Guinn said Calrose was highlighted in twelve menu samples packed in plastic containers for deli take-out, a growing sector.  Additionally, more than 1,500 samples of two menus – rice salad sushi style and gumbo with turmeric rice – were shared with visitors.

“We also conducted one-on-one taste-testing sessions for 19 foodservice-related companies who invited their rice suppliers – leading wholesalers,” Guinn added.  “Half the companies were already using U.S. medium grain but all said the new style menus had inspired them to get creative when coming up with their own original dishes using U.S. medium grain.”

Private import of U.S. rice under the Simultaneous-Buy-Sell (SBS) has risen dramatically in the past year due in part to the dearth of reasonably priced local varieties of rice suitable for foodservice and Guinn said at least 150 traders requested additional materials and samples to learn more about U.S.-grown rice.


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