Market Access & Promotion
Rice is one of the world’s most widely consumed grains and the primary dietary staple for more than half the world’s population. American rice farmers grow 9 million tons of rice each year, just more than half of which is exported to more than 120 countries.
The U.S. Department of Agriculture's Market Access Program (MAP), Foreign Market Development (FMD) Program, and Agricultural Trade Promotion Program (ATP) help the rice industry open foreign markets and promote our products abroad, with a proven track record of success in more than 30 overseas markets. Learn more about our international market promotions below.
International Promotions
Recent News
The (rice) ties that bind in the USA Rice booth with (from left): Rick Yoneoka, Asiha Grigsby, and Vicki Mannzoli
Oct 07, 2024
SANTIAGO, CHILE — USA Rice attended the 12th annual Espacio Food and Service Trade Show here, showcasing the quality and versatility of U.S.-origin rice. The event, held from October 1-3, attracted a wide range of food industry stakeholders, making it the largest and most influential food industry platform in Chile.
The trade show kicked off with a special opening ceremony led by Deputy Chief of Mission of the U.S. Embassy in Santiago, Richard “Rick” Yoneoka, who emphasized the strong trade relationship between the U.S. and Chile.
USA Rice was front and center in the U.S. Pavilion, which was endorsed by the U.S. Department of Agriculture (USDA) and featured 14 exhibitors representing various American food products. Positioned strategically on the main aisle, the USA Rice booth captured the attention of food industry professionals keen to expand their offerings and provide more diverse and high-quality options to Chilean consumers.
Vicki Manzoli, chair of the USA Rice Western Hemisphere Promotion Subcommittee, joined USA Rice Senior Director of International Promotion for the Western Hemisphere Asiha Grigsby promoting the many benefits of U.S. rice to interested attendees including Deputy Chief of Mission Richard Yoneoka, who stopped by the booth wearing a rice-themed tie to show his support and learn more about the U.S. rice industry.
Throughout the three-day event, Grigsby held meetings with importers and distributors interested in diversifying their rice offerings with U.S. brands, while Manzoli educated attendees on the unique attributes of U.S.-origin rice. Tasting samples and informative handouts were provided to highlight the superior quality, consistency, and sustainability of American-grown rice.
“It was exciting to see how receptive everyone was to U.S. rice,” said Manzoli. “Our rice has a story to tell, and this event allowed us to share that story while fostering relationships with potential partners who see value in bringing U.S. rice to Chilean tables.”
With the growing demand for quality rice in Chile, participation at the Espacio Food and Service trade show was an important step in identifying export opportunities in the Chilean market.