Rice partnerships pay dividends
Nov 17, 2009 10:13 AM, By Dwight Roberts, US Rice Producers Association
Un Kilo de Ayuda
Un Kilo de Ayuda is designed to give the rural poor nutritional help and to better their lives. By teaching them about nutrition and how to make more nutritious, low cost meals using rice, the USRPA partnership with this program has increased rice use in these communities.
Consumers participating in these programs were surveyed in 2007 and 2008 to determine how often they eat rice.
In the areas of Veracruz where the programs were conducted, there was an 8.2 percent increase in the number of people who eat rice once per day. In the Puebla areas, those who eat rice once per day increased from 27 percent to 43 percent. In the Oaxaca areas the number of people who ate rice once a day jumped from 9.8 percent in 2007 to 38 percent in 2008.
Previous research has shown, on average, Mexicans only consume rice three times a week.
Among the partnerships developed in Mexico over the years, of particular importance is the one with the Mexican Rice Council (MRC) and its board of directors. Regular meetings between both the USRPA and the MRC will assure the market is properly serviced in the years ahead.
As stated recently by Jorge Buganza of the GGI Insumos Rice Mill in Mexico, “The promotional work that is being conducted in the schools, markets and communities — teaching about preparing rice and other practical information — is excellent. In Mexico, rice is not a staple in the diet of our people, but where these promotional activities have been held, we have information that shows rice consumption has increased.
“When the USRPA first started with the promotional campaigns, we gladly joined with them delivering rice with our brands to use for sampling and other activities. Not only have these activities helped sales of our brands, but we have noticed that it helps and supports all brands of rice, imported and national. I really hope these activities continue for a long time for the benefit of the U.S. and Mexican rice industries.”
There have been many changes since that first sale of U.S. rough rice to Mexico in 1989. But one thing remains — the Mexican rice industry and the U.S. rice industry are very dependent on each other.
Today, the question over the validity of selling U.S. rough rice has evolved from a debate into a more productive and harmonious effort of growing the market. The efforts of the USA Rice Federation has concentrated on the niche market of higher income consumers thanks to the leadership and expertise of Gaby Carbajal’s numerous years of experience in Mexico. This program, too, contributes one aspect to what the Mexican rice industry needs and good customer relations which has helped to keep the market out of Asian hands.
All these programs combined increase rice consumption in Mexico and have captured a 100 percent share of the Mexican rice import market for U.S. rice. These programs must be maintained for the health and survival of our producers and others in the U.S. rice industry.
