ARLINGTON, VA – A new retail partnership with Weis Markets, the 200-unit grocery chain in the mid-Atlantic, rolled out just in time to position rice as a go-to ingredient for the holidays!
The partnership kicked off with a two-page spread in the Weis Markets
Healthy Bites in-store magazine, titled
“Home for the Holidays with U.S. Grown Rice.” The editorial presents U.S.-grown talking points, encourages readers to look for the GITUSA logo, and features recipes that tap into the grain’s inherent versatility, reminding shoppers that “rice acts as a canvas for many flavors and styles.” One hundred thousand copies of the magazine were printed and are available at all 200 store locations and the information is available online through the end of the year.
In addition to the magazine spread, Weis shared a
recipe video featuring USA Rice Veggie Rice Fritters, across all their social channels to an audience of 170K consumers.
The retailer’s dietitians also hosted two virtual cooking classes, distributed in a monthly email to more than 2,500 consumers, that walked attendees through USA Rice recipes of Pork Skewers with Green Beans and Rice and a Cheesy Wild Rice Casserole while highlighting the GITUSA logo and industry talking points. The virtual cooking classes, held last month, were well attended with 50 registrations for each session.
“Traditionally we have seen a drop-off in rice sales and usage during the holiday season, so these promotions are crucial in positioning rice as a holiday staple ingredient at the ground level, while also broadcasting the importance of choosing U.S.-grown,” said Cameron Jacobs, USA Rice senior director of domestic promotion. “Weis is a beloved chain throughout the region, known for its commitment to community engagement and focus on supporting the health of their customers which makes them the perfect partner in our efforts to have rice on the table as people come together to celebrate the holidays.”
The Weis Market retail promotion runs through early 2024.