The USA Rice Federation, which represents U.S. rice farmers, millers, merchants and allied businesses, is set to take U.S. grown rice directly to wholesalers and retailers across the UK this September through a nationwide trade roadshow. Part of the wider campaign funded by the U.S. Department of Agriculture, the four-week activation will showcase the quality, versatility and culinary potential of U.S. grown rice, while inspiring trade partners with new ideas to drive category sales.
Running from 8th September to 1st October, the USA Rice Roadshow will begin at Wanis during the wholesaler’s annual Trade Week. It will then visit seven further locations, including Hoo Hing, Loon Fung, Wing Yip, Tesco head office and Sainsbury’s head office. At each stop, a fully branded USA Rice truck will offer an interactive experience featuring recipe sampling, live cooking demonstrations and practical merchandising inspiration for wholesale and retail partners.
Leading the demonstrations will be campaign ambassadors Jeremy Pang, founder of School of Wok, and chef William Chilila, a semi-finalist on MasterChef: The Professionals. Both will showcase the versatility of U.S. grown rice across a range of cuisines, from Asian dishes to Afro-Caribbean and globally inspired recipes, while showcasing how retailers and wholesalers can respond to growing consumer demand for authentic international flavours. Visitors will have the opportunity to sample U.S. grown rice, discover the different varieties and gain practical insight into evolving consumer food trends.
The roadshow reflects USA Rice’s continued commitment to the UK market, which remains an important destination for U.S. grown rice. In 2025, U.S. rice sales to the UK totalled 20,800 metric tonnes, valued at $15.4 million. Through initiatives such as the USA Rice Roadshow, the organisation continues to champion the quality, versatility and culinary potential of U.S. grown rice across the wholesale and retail sectors.
Commenting on the roadshow, Eszter Somogyi, Director, Europe, Middle East and Africa at USA Rice, said: “We’re excited to be taking USA Rice directly to our valued wholesale and retail partners across the UK through this years’ roadshow. As demand for U.S. grown rice continues to expand, it’s more important than ever for us to showcase its exceptional quality, versatility and ability to complement cuisines from around the world. Working alongside Jeremy Pang and William Chilila gives us a fantastic opportunity to inspire industry professionals with fresh recipes, forward-thinking merchandising ideas and educate on how consumers are currently eating rice. We look forward to meeting with our partners throughout the tour and continuing to champion the benefits of U.S. grown rice across the UK market.”
Comments are closed.