MEXICO -- Asiha Grigsby, USA Rice director of international promotion for the Western Hemisphere, was on the road in Mexico last week to visit import and promotional partners. Her trip began in Guadalajara at the Americas Agricultural Cooperator’s Conference (see
USA Rice Daily, September 16, 2021) and continued in cities throughout the region.
While in Guadalajara, Grigsby approved tv and online ads designed to raise awareness for U.S. rice brands in conjunction with roll out of the Arroz Americano Authentico (Authentic American Rice) logo campaign scheduled for the end of the month. The next stop was Ecatepec, about twelve miles north of Mexico City, and the headquarters for La Merced, a distributor of various products including U.S.-origin rice, where Grigsby talked with company executives about joint promotion and branding opportunities as part of the Arroz Americano Authentico campaign.
Grigsby also met with USA Rice Chef Ambassadors Guiseppe de Pasquale in Mexico City and Aquiles Chavez in Pachuca. Both chefs were eager to share their latest creations inspired by U.S.-origin rice. Chef Pasquale’s black garlic rice with roasted cherry tomatoes surprised both the palate and the senses for diners at his restaurant, Gusto di Itailia.
Chef Aquiles featured his rice croquettes on a
Facebook Live video, with a special guest appearance by Grigsby as the in-house rice expert and sous chef. “Chef Aquiles knows his stuff when it comes to cooking with U.S. rice,” Grigsby said. “He has a ton of energy and I thoroughly enjoyed working beside him in the studio kitchen.”
“Making personal connections with trade partners has been challenging since the onset of COVID-19 restrictions that have prevented travel,” Grigsby added. “Although Zoom and other virtual platforms provided a secondary method of communication, nothing can replace the effect of face-to-face contact. It was great to be welcomed by our many trade contacts in our largest export market.”
Mexico imports nearly a quarter of all U.S. rice exports, amounting to more than 450,000 MT of U.S. rice in the first seven months of this year, valued at $174.6 million.