The USA Rice Federation’s pilot promotion program for U.S. short- and medium-grain rice continues to generate interest and sales to the country’s Japanese cuisine sector. Since the program began during fall 2007, one of the leading wholesaler/distributors of rice to the Japanese restaurant sector has begun importing U.S. rice. The distributor, Marukai, has purchased five containers of U.S. rice, and increase from zero when the program started.

The promotions have attracted the attention of one local importer, Guin, which has also imported high-quality U.S. medium-grain paddy rice to add to its line of Japanese-style rice. Guin is now mixing high quality U.S. rice with Brazilian long-grain in order to achieve a more competitive product for its sushi restaurant clientele.

USA Rice each month conducts two in-store rice promotions at Marukai and one sushi training session at Viver Casa & Gourmet, a high-end kitchen appliance shop.