Article by Michael Klein, USA Rice
ARLINGTON, VA – A primary function of any commodity organization is to promote awareness and use of their commodity. It’s no different for USA Rice, the national trade organization for the U.S. rice industry, but this National Rice Month the group is going farther – literally. They’re taking a classic American road trip to spread the word about U.S-grown rice, and along the nine-state route will be giving away 3,000 rice cookers and bags of rice to consumers and making donations to charitable groups and schools!
The group is hitting the road in a brand-new colorful and fun Ford F-150 festooned with food images that encourages everyone who lays eyes on the truck to “Get Creative – Start with Rice!”
“Rice is a staple for most of the world’s population and even though it is very popular in the United States, we think Americans can, and should, eat more U.S.-grown rice,” said Paul Galvani, senior vice president of Riviana Foods, Inc. and chairman of the USA Rice Domestic Promotion Committee that is spearheading the effort. “This road trip is going to remind people that rice goes with virtually every type of cuisine and to kick start their creativity, we’re giving away 3,000 Aroma rice cookers and one-pound bags of U.S.-grown rice! It’s not the only way to cook rice, but it does make it pretty easy!”
The first leg of the road trip kicks off on September 24 from the historic Rice Theatre in Crowley, Louisiana, where the team will take part in the annual Louisiana rice industry food donation to the Louisiana Food Bank Association.
The team will participate in another donation the following day in West Monroe, Louisiana, before hitting the open road to visit with consumers. The truck will pass through the rice fields of Mississippi, Arkansas, and Missouri before also visiting Illinois and Wisconsin. Stops will include farmers’ markets, community events and festivals, famous landmarks and tourist attractions, and even high school sporting events!
You can join the team virtually by following #RideWithRice and watching live streams on Facebook, Twitter, and Periscope from events and from inside the truck. The team will also be playing trivia games with digital followers to give everyone an opportunity to win an Aroma rice cooker.
Subsequent legs will take the Rice Truck through the Pacific Northwest and then from the rice fields of northern California down to San Diego in time for the 2018 USA Rice Outlook Conference in December.
