The organisation, which represents American farmers, merchants and allied businesses working in the rice production industry, is looking to strengthen its growing presence in the UK.
A nationwide promotional campaign will combine activity with ambassadors and industry trade fairs alongside a concerted UK roadshow programme to drum up interest and demand.
In the post-Brexit landscape, US rice exports to the UK have been growing by around 14% in volume terms year-on-year, to approximately 20,800 metric tonnes, with an export value of around £11.4 million in 2025.
“The UK is the single largest market for US rice sales in Europe, so we are delighted to launch this new UK campaign, which represents a strategic investment in building long-term awareness and demand for USA Rice,” said Eszter Somogyi, director for Europe, the Middle East and Africa at USA Rice.
“With the UK being an important export market, this integrated programme will allow us to work closely with buyers, wholesalers and operators to highlight the quality, versatility, sustainability and commercial value of US-origin rice.”
An ambassador panel will champion American rice across key British sectors, with a visible presence at industry trade fairs and participation in wholesaler trade days.
Alongside the UK roadshow programme, there will be advertising and editorial press office activity, coupled with influencer partnerships and social media posts, in order to maximise the campaign’s amplification.
The promotional activity will aim to support UK buyers and operators with education, inspiration and direct engagement opportunities throughout 2026.
