ARLINGTON, VA – This summer, USA Rice concluded its third year of the Registered Dietitian (RD) Blogger program, the domestic promotion that uses the long-reaching networks of select RDs to increase awareness of the nutritional benefits of U.S.-grown rice. Six RDs, chosen for their nutritional expertise and creative focus on recipe creation, make up the USA Rice slate of influencers.
The team of RDs was tasked with creating blog and social media posts for trendy nutrition-focused recipes that included USA Rice messaging and featured a range of domestic rice varieties from aromatics and whole grain options to sprouted rice.
Each recipe was posted on the influencer’s individual platforms including Facebook, Twitter, Instagram, and Pinterest. The created content also was amplified on USA Rice social media accounts.
The 2021-22 program added a new focus on video production with on-camera prep and assembly of six of the rice dishes, including Chipotle Chicken & Rice Quesadilla, Brown Sugar Glazed Salmon Bowl, Mango Avocado Power Bowl, Rice & Veggies Spring Rolls, Rice Summer Salad, and Spicy Salmon Sushi Bake. Additional recipes from the program included Creamy Coconut Rice with Spiced Salmon Skewers, Easy Chicken Biryani, Creamy Spinach Rice, Kimchi Fried Rice with Pineapple, and Crispy Sesame Rice Salad.
“The RD blogger program continues to build on its formula for success of recipe development, nutrition advice, and digital storytelling, while also making changes to maximize the reach of the created content on the different platforms,” said USA Rice Nutrition Subcommittee Chair Bryon Holmes. “With the introduction of videos along with the traditional recipe production, consumers are clearly satisfied with the content and receptive to the industry’s messaging as demonstrated by almost two million more consumer impressions this year versus last year.”
In total, the 2021-2022 program created 21 new rice recipes with photography that generated 10.9 million impressions and more than 326,000 direct engagements across 163 placements.
In addition to the immediate impact of the campaign, USA Rice owns the rights to the new recipes that are now available on the USA Rice
consumer recipe database.