Consumers and foodservice professionals this month are getting their first look at USA Rice Federation’s new “Grown in the USA” logo designed to promote the benefits of buying domestically grown rice.

A consumer news release announcing the new logo registered 82 media placements within two days of its posting. Online media news hubs including Yahoo! News, Los Angeles Times, The Dallas Morning News, and Reuters informed consumers that soon packages of 100 percent U.S.-grown rice will feature the new logo in response to growing consumer interest in the origins of their food, and consumer confidence in the quality and production standards of U.S.-grown foods.

A feature story, “Rice, the Global Grain,” in the September issue of Restaurant Business magazine, told operators to look for the new logo.

Research conducted by USA Rice shows that foodservice professionals want to buy domestically grown rice to support farmers and the U.S. economy. The new logo will help them identify U.S.-grown rice.

To date, member rice companies representing more than half the domestic rice trade have licensed the logo for use.