Ken LaGrande (left) and Betsy Ward reconnect at the opening reception of the 2022 RMA Convention
Jun 24, 2022
NORTHERN CA – The USA Rice Millers’ Association recently held their 122nd Convention here for several days of strategic planning, networking, association business, and hearing from a diverse group of speakers on several important topics.
One of the most pressing topics for attendees is shipping and logistical challenges. Peter Friedmann, executive director of the Agriculture Transportation Coalition, joined the General Session remotely to share his views on pending legislation, particularly the Ocean Shipping Reform Act (OSRA) that would finally pass Congress a few days after Friedmann’s remarks (see USA Rice Daily, June 14, 2022).
Friedmann said a lack of accountability amongst ocean carriers remains one of the major stumbling blocks, but that OSRA is a step in the right direction. “The ocean carriers’ ability to prohibit competition is expressly spelled out in relevant regulations, so that, of course, needs to change,” he said.
Former Google executive and marketing specialist Steve Lerch with StoryArc Consulting took the main stage next to share insights into how companies can effectively reach new consumers, the key to which he said is influencing over advertising. Through his humorous and insightful presentation, he shared several free data analytic tools that offer insight into developing trends, including Google Trends, Sprout Social, and Google Analytics.
“You should remember that your message, in whatever format, is just one of a thousand your customer will see today, and that generic marketing or advertising leads to generic results,” Lerch said. “There is no business or product too serious to be a little weird, a bit funny, edgy, or authentic.”
As a case in point, Lerch shared the example of an Australian government marketing campaign designed to prevent train-related deaths that used humor to great success.
The final General Session speaker was investigative journalist and author Benjamin Lorr who discussed his latest book, “The Secret Life of Groceries: The Dark Miracle of the American Supermarket.”
Lorr highlighted the explosive growth and evolution of supermarkets, from the general store of the late 19th century to the 4,000 square foot original “supermarkets” that sent shoppers into anxiety attacks to the 200,000+ square foot stores we are accustomed to today.
He also offered insights into pricing and supply chain challenges that he discovered in researching his book that had him working as a Whole Foods employee, riding along with long haul truckers, shadowing new product developers, and even going undercover with animal rights activists.
“The speakers at this year’s convention were really on point,” said Ken LaGrande, president and CEO of Sun Valley Rice Company and chair of the RMA Convention Planning Committee. “I’m glad so many in our industry were on hand to hear them. Also, I’m happy that we were able to raise more than $30,000 for the USA Rice PAC which is so important for the work we do.”
The General Session concluded with several traditions for the 123-year-old organization including recognizing industry leaders who passed away in the previous 12 months, words of greeting and encouragement from the 84th International Rice Festival Queen Caroline Hardy, and the passing of the RMA torch.
Keith Glover, president and CEO of Producers Rice Mill, whose two-year term as RMA chair ends on July 31, 2022, welcomed Meryl Kennedy-Farr, president and CEO of Kennedy Rice Mill, as the incoming chair of the organization.
Presented to the group by her father and Louisiana rice industry leader Elton Kennedy, Kennedy-Farr expressed her deep appreciation of the faith her peers have placed in her to lead them for the next two years.
“I stand on the shoulders of so many great leaders and teachers, I know we have many challenges ahead, but together, we will persevere,” she said.
Finally, Glover shared his thoughts as the outgoing chairman, thanking his colleagues for putting their trust in him, his family for supporting him, and the USA Rice staff who he said helped him focus on the most important aspects of the RMA job.
“This is such a wonderful industry, I feel so fortunate to have spent the last four decades working side-by-side with you,” Glover said. “We’ve spent a lot of time this week and over the past months talking about how difficult things are right now, but I can tell you one thing for sure – I won’t stop believing in the U.S. rice industry!”