| US Rice Producers Association continues to develop innovative marketing programs aligned with new consumption and shopping trends to position U.S. rice in different markets worldwide. For several years now, and in collaboration with several Mexican importers, USRPA has been conducting digital marketing campaigns to boost U.S. rice sales in Mexico, obtaining extraordinary results. Last year, an ad campaign was implemented through Rappi, a delivery platform with a presence in more than 100 cities and which will exceed 63 million users in Mexico during 2024. The campaign consists of a series of pop-up banners strategically placed within the app using the search algorithm, which will allow content to be shown to users looking to purchase rice, dishes prepared with rice, or pairing products, creating a link for an automatic shopping cart with the nearest retail chain. Due to this initiative, in December 2023, sales of U.S. rice up to USD $18,000 were registered in Rappi. This amazing success motivated USRPA to continue developing marketing strategies within this type of application. In 2024, US Rice Producers Association will partner with Schettino, the largest importer, miller, and packer of U.S. rice in the Mexican industry, implementing joint promotions in Rappi. The campaign, which began this week, is expected to surpass the results obtained in 2023 and impact directly a market share increase in Mexico. |
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25722 Kingsland Blvd., Ste. 203, Katy, Texas 77494
Phone: 713-974-7423
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