Kick Off National Rice Month The Rice Way

By Deborah Willenborg

USA Rice

This year marks the 32nd anniversary of the act of Congress that designated September as National Rice Month (NRM), a month-long celebration of U.S.-grown rice honoring the more than 125,000 individuals responsible for producing, milling, handling, and processing this top quality, nutritious, and sustainable crop, including thousands of family farms that contribute millions of dollars to their local economies.

Each September, USA Rice conducts a full schedule of promotions and activities to herald America’s status as a major producer and exporter of high-quality rice.

“National Rice Month provides us with a special opportunity to spotlight one of America’s oldest agribusinesses and show our appreciation to all the people who work year-round to deliver the safest and most sustainably-grown rice on the market,” said Cameron Jacobs, USA Rice director of domestic promotion. “A month is almost too short a time span to convey the amount of gratitude those in the U.S. industry deserve for their perseverance in the face of the many challenges they have faced the past year.”

Some of this year’s promotions include distribution of NRM-themed editions of the consumer-facing Think Rice Newsletter and school foodservice-focused Schools Think Rice e-newsletter; a series of giveaways and contests held in collaboration with the Feedfeed agency, digital influencer Ari Laing of Well Seasoned Studios, and high-end appliance manufacturer, Zojirushi; and NRM retail promotions in the mid-Atlantic and mid-west regions through retail partnerships with ShopRite and Hy-Vee grocery stores. Later in the month, USA Rice will be hosting a free accredited educational webinar for foodservice professionals in observance of NRM.

USA Rice also is conducting a robust social media campaign to engage consumers with a daily NRM shout-out. 

“For more than thirty years, the U.S. rice industry has worked to capitalize on this dedicated month by promoting domestic rice, engaging with new and traditional audiences,” said Robbie Trahan, Louisiana rice miller and chair of the USA Rice Domestic Promotion Committee. “By combining in-person, retail, and digital tactics to promote NRM and reach more people, we’re encouraging consumers to take the time to think about the hard work that goes into getting this nutrient-dense grain all the way from the field to their forks. We want everyone to develop a better appreciation of U.S.-grown rice.”

In addition to all the promotional activities, the annual National Rice Month scholarship video contest is in full swing for high school seniors from the six major rice-growing states. Thanks to the generous contribution of scholarship sponsor, American Commodity Company, eligible participants can submit a three-minute video for a chance to win prizes totaling $10,000. Video entries are judged based on creativity, quality, and effectiveness in telling a unique story about U.S.-grown rice.