 Ambassador Casey Mace and Agriculture Counselor Timothy Harrison visiting USRPA's booth. This week US Rice Producers Association showcased various U.S. rice products in Singapore, increasing U.S. rice visibility and generating leads in this critical Southeast Asian market. The booth featured a live tasting of three recipes specifically prepared to cater to Asian cuisine. All recipes were well-received, with positive feedback from industry professionals and consumers alike. This trip also provided a valuable opportunity to network with industry partners and gather competitor insights. USRPA’s promotional programs in Southeast Asia cover Singapore, Malaysia, Vietnam, the Philippines, and Thailand. Beginning in 2024, USRPA has worked together with local agencies to actively promote and expand the U.S. rice market overseas, reinforcing its position as a reliable supplier in the global market. Follow-up actions are underway to convert leads into long-term partners and customers, and we will continue to generate interest and a positive image of U.S. rice in this robust and sophisticated market. "Our presence in Singapore this week was a tremendous success. The enthusiastic response to our U.S. rice recipes and the strong interest from both consumers and industry professionals reaffirm the growing demand for high-quality U.S. rice in Southeast Asia," Grace Wang, US Rice Producers Association's Chief Financial Officer, said. "We're committed to building on this momentum by deepening relationships, supporting our partners, and reinforcing the U.S. rice industry's reputation as a trusted and innovative supplier in the region." |
 USRPA staff and local representative visited Singapore rice importer Tong Seng.   Tastings made with U.S. rice were well received. |
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