USA Rice is taking to the road in partnership with local UK brand Peacock Premium, delivering U.S. long grain rice to customers throughout the nation from a customized 10-ton truck.
Over the next three years, the truck, branded with eye-catching Peacock graphics, is scheduled to travel the length and breadth of England, Wales, and Scotland – at least 30,000 miles a year being seen by more than 12 million people.