This week over two days all USRPA staff participated in an international promotion planning conference with the USA Rice Federation and the USDA’s Foreign Agricultural Service. At the conference USRPA on behalf of rice farmers presented results of the organization’s 2020 efforts and its proposals for 2021 activities to promote sales of U.S. rice abroad.

USRPA for decades has successfully executed international activities promoting exports of U.S. rice, and our efforts in 2020 continued this trend of deepening and widening market access for U.S. rice farmers to sell rice. This has only been possible with the support of U.S. government promotion funding through the Market Access Program administered by USDA’s Foreign Agricultural Service. 2020 activities included promotion at the point of sale such as cooking demonstrations, website and social media campaigns providing recipes, MasterChef videos, live online rice cooking classes, distinct regional market webinars, Zoom sessions, and conference calls convening key industry stakeholders to promote trade servicing.

In 2021 USRPA will look to increase its international promotion budget through doubling down on efforts related to advertising, contests, and other market expansion strategies. Through online courses, culinary seminars, in-store cooking demonstrations, sponsorship of TV cooking programs, and the continued rollout of USRPA’s highly sophisticated website and social media campaign, USRPA continues to be the only national rice organization dedicated to promoting all forms of U.S. rice exports, with a special focus on promoting farm-direct marketing. USRPA has only one interest: empowering U.S. rice farmers to increase sales. USRPA remains resolute in its interest to promote U.S. rice sales worldwide and will pursue every opportunity available to continue the successful trends of market expansion this organization has championed for over 20 years.