Happy National Rice Month!

By Morgan Crafton

USA Rice

September is here, and that means it’s time to celebrate National Rice Month (NRM)! Since 1991, when then-President George H.W. Bush signed a proclamation designating September as NRM, USA Rice has spent each year putting the U.S. rice industry front and center for consumers, retailers, and foodservice partners.

NRM kicks off with special editions of the Schools Think Rice newsletter for K-12 nutrition officials, featuring the new USDA accredited rice recipes created by USA Rice Chefs and the Federation’s consumer newsletter sent to consumers across the country. 

A dedicated social media campaign will amplify NRM across USA Rice’s channels, featuring recipes, information on the U.S. rice industry, and the power of rice in U.S. agriculture. 

Several chain engagement partners are joining in on the festivities. USA Rice is partnering with Rock ‘N Roll Sushi, Tokyo Joe’s, Mad Greens, Snappy Salads, Fuzzy's Taco Shop, and Just Salad for on-site and online promotions, putting U.S.-grown rice on the menus and plates of millions nationwide.

USA Rice is also partnering with a lineup of influencers throughout the month, generating delicious recipe content, and reminding the world why rice is a staple in every pantry. FeedFeed, one of the world’s largest online culinary communities, will feature U.S.-grown rice in a Tuesday Takeover each week in September, while the Federation’s registered dietitian influencers will highlight the versatility and nutritional power of U.S.-grown rice in engaging content throughout the month.

In Louisiana, USA Rice is joining the University of Louisiana Lafayette dining services to host a rice food festival on campus before a Ragin’ Cajuns’ home football game. Students on campus will be able to learn how close they are to rice country and receive samples of Louisiana-grown rice while tasting a range of rice dishes.

September also brings the return of USA Rice’s Jasmine rice advertising campaign, launched in 2025. This year, the campaign is utilizing additional digital tactics, new target cities, and an expanded retail footprint to promote domestic jasmine and the U.S.-grown difference to American consumers. The campaign continues to incorporate multiple tactics to maximize touchpoints with consumers, combining retail, digital, and public transit advertising with social influencer outreach.

Ads will run on public transit systems in Boston, Chicago, and Los Angeles, and greet arriving and departing domestic travelers at Washington National Airport. In-store retail banner ads promoting domestic jasmine will reach consumers directly at 1200 stores across the country. Targeted mobile ads will extend the campaign even further, while new banner ads on Food & Wine, allrecipes, Simply Recipes, and EatingWell will drive additional traffic to the campaign's landing page.