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
USA Rice's Asiha Grigsby (far right) joins USAEDC panel on FAS trade shows and trade missions
Nov 22, 2024
BALTIMORE, MD – This week, USA Rice staff attended the annual United States Agricultural Export Development Council (USAEDC) Workshop here, where cooperators gathered to celebrate the theme, "Getting Back to the Roots," highlighting the importance of reconnecting with foundational principles of family, community, trade, and promotion, and focusing on core values like collaboration, sustainability, and innovation.
USA Rice COO Sarah Moran, Senior Director of International Promotion for the Western Hemisphere Asiha Grigsby, and Director of International Trade Policy Karah Janevicius participated in key discussions and breakout sessions during the three-day conference.
Workshop highlights included updates on the Farm Bill and U.S. Department of Agriculture Foreign Agricultural Service (FAS) civil rights and compliance measures, as well as a post-election political outlook. During the fireside chat, “Year of the Woman Farmer,” Under Secretary Alexis Taylor emphasized the importance of men in leadership advocating for women in agriculture to ensure that they have a bigger role in agricultural policy making. FAS Administrator Daniel Whitley shared updates on FAS programs, highlighting the organization’s efforts to facilitate a seamless government transition next year.
Grigsby participated in a breakout panel to share her insights on FAS-sponsored trade shows and Agricultural Trade Missions (ATMs). Drawing from her own experiences, she highlighted the importance of these USDA-funded activities, and explained how USA Rice’s presence in the USA Pavilion at global trade shows serves as a vital platform for building relationships and showcasing U.S.-origin rice. ATMs further enable USA Rice staff and members to engage with stakeholders in partner countries, strengthening alliances critical for maintaining market preferences.
“FAS funding and partnerships have allowed us to not only sustain our presence in established markets but also create opportunities in developing markets where U.S. rice is gaining traction,” said Grigsby.
The workshop reinforced USDA’s vital role in supporting U.S. agricultural exports including U.S. rice. With FAS funding, USA Rice promotes U.S.-origin rice in more than 21 export markets and conducts trade servicing in nearly a dozen more, building awareness and strengthening relationships in both established and emerging markets.