USA Rice Federation's new foodservice ad received the Signet AdStudy Award in an ad readership study conducted by Signet Research Inc. for Food Managementmagazine. The ad, “Rice is So Hot it Makes Every Menu Sizzle,” appearing in the January 2007 issue, significantly outscored other ads in the same issue for favorable readership recall and impact.

The award presented by Signet Research Inc. recognizes advertising that “achieved outstanding readership response as measured against all other ads …appearing the January issue.”

Food Management circulates to 47,000 foodservice professionals and operators nationwide.

The winning ad is the second in a series of advertising that is part of USARice's new foodservice program aimed at stimulating greater awareness and use of rice on the menu.