 USRPA staff members Grace Wang and Iris Figueroa traveled to Mexico City last week, visiting promotional activities in retail stores and restaurants and continuing to engage with ATOs and Mexican trade members to promote interest in U.S. rice in the market. USRPA’s Mexican campaign USA Arroz targets consumers and trade, educating Mexican consumers and promoting the consumption of U.S. rice. The promotional activities that they visited included menu implementation using U.S. rice as an ingredient at five restaurants: Loretta, Ostreria 109, Cabreria, Les Divins Bistro, and Alay Alay, a cooking session at Walmart, and a U.S. rice training session in collaboration with chef influencer Carlos Leal. They also conducted store checks at Soriana and Tiendas DZ which participated in the USA Arroz campaign this year. They met with importer Jonathan Martínez from El Alazan, with whom USRPA collaborated on a promotional campaign in Mexico City to promote U.S. rice across 21 stores. |
 Retail cooking show at Walmart featuring U.S. rice as the star ingredient.  Chef Carlos Leal with a participant from the school Superior de Gastronomia.  Left to right: USRPA CFO, Grace Wang, Chef Abel Herandez @ Loretta Restaurant, USRPA Office and Technology Manager, Iris Figueroa, and Trade Marketing Specialist for Imalinx, Priscilla Baker at Loretta Restaurant, one of the five restaurants included menu implementation using U.S. rice.  Menu discussion with Chef Raul Valencia at Ostreria 109, one of the five restaurants that have implemented U.S. rice in their menu. Left to right: Armando Olvera, Commercial Director for La Merced, Mexico while visiting at the U.S. rice training session; Iris Figueroa - USRPA, and Grace Wang - USRPA. |  Customers were able to have a sample of the dish being prepared and take a bag or two of rice home.  U.S. rice training session in collaboration with chef influencer Carlos Leal consisted of thesewonderful 4 plates:Top left: U.S. rice with duck breast, top right: Rice fritters with saffron cream; Bottom left: "Arroz con leche"; Bottom right: Rice with lamb and curry.  Menu sample at Loretta Restaurant joined by Lita Echiverri, FAS, Washington, D.C., and Denise Soria,Senior ATO/FAS/Mexico City  Beautiful U.S. rice dish prepared by Chef Raul Valencia at Osteria 109.  Visiting DZ stores and talking to store front manager and employees with Jonathan Martinez, Marketing Manager at Bodega de Granos El Alazán and Priscilla Baker, Trade Marketing Specialist for Imalinx. |  Happy kid, happy mom!  Some of the 35 students that participated in the training session in collaboration with chef influencer Carlos Leal. U.S. rice dish prepared by Chef Abel Herandez @ Loretta Restaurant. Menu at Ostreria 109 with the "USA Arroz" logo. USRPA's Grace Wang and Imalinx's Priscilla Baker checking out U.S. rice at Soriana stores. |
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