US Rice Producers Association, in its continuous effort to promote and increase U.S. rice consumption worldwide and as part of the Market Access Program 2024, developed a marketing campaign in Central America that was conducted in June and July. The campaign was implemented in El Salvador and Honduras, carrying out in-store cooking demonstrations and partnering with key actors in the rice industries of these countries.

The goal of the program is to increase U.S. rice sales by teaching consumers how easy and healthy it is to include rice in their daily diet, as well as the infinite cooking possibilities because of its versatility. During the events, a chef prepares an easy-to-cook recipe and communicates to shoppers the benefits of rice consumption. These activities have a significant impact on purchase decisions since there’s an engagement right at the moment of decision-making.

Due to this strategy, the Consume Arroz USA campaign achieved amazing results in San Salvador. Being the country’s most populous city, San Salvador represents a key market for changing consumption behavior and accomplishing the expected results. After a month of activities, USRPA registered up to a 33 percent increase in rice sales during days of promotion.

Likewise, Tegucigalpa and San Pedro Sula were selected as the markets to implement promotional activities, since they’re the cities with higher population density in Honduras. By performing a communication and sampling strategy at the rice aisle in retail stores, the campaign delivered a 29 percent increase in sales, impacting more than 4,000 consumers in total. US Rice Producers Association will continue to develop marketing programs, aiming to position U.S. rice as an essential element in families’ diets throughout Latin America. The success achieved in El Salvador and Honduras is proof of the effectiveness of the programs implemented by the organization. More news and success stories to come!