The USA Rice Federation, global advocate for the U.S.-grown rice industry, is continuing its foodservice communications partnership with Marriner for a sixth year. Marriner Marketing, a full-service agency to the food, beverage and hospitality industries, started working with USA Rice in February 2006 after being chosen following a multi-agency competitive review. Together these two organizations have successfully created and executed a comprehensive initiative to position USA Rice and its MenuRice.com website as the leading rice information resource for the foodservice industry.
Communications efforts are designed to engage chefs, operators and culinary professionals and to highlight how U.S.-grown rice meets their menu needs for global cuisines, profitable ingredients, good-for-you items, flavorful meals, versatile dishes and USA-produced offerings. Marriner will continue to support the integrated program activities, which include proprietary research, advertising, events, segment promotions, restaurant and industry organization partnerships, educational tools, website enhancements and social media sharing, public relations and e-marketing.
“We remain pleased with our selection of Marriner years ago, and look forward to continuing to work with them to build on our success,” said Anne Banville, USA Rice Federation’s Vice President of Domestic Promotion. “The results have been positive, with increases in awareness, positive perceptions, menuing and shipments of U.S.-grown rice in key food-away-from-home segments. We are confident that our work with Marriner will continue to be productive for the rice industry.”
Tighe Merkert, President of Marriner Marketing Communications, commented “Our relationship with USA Rice has thrived over the years. We sincerely thank the organization and its U.S. rice farmer and processing members for trusting our team in developing and following through on a shared vision. U.S. rice is an essential ingredient in the world of foodservice, and our clarity-driven approach to communicating with targets will continue to deliver measurable results.”
ABOUT USA RICE FEDERATION
The USA Rice Federation is the global advocate for all segments of the U.S. rice industry with a mission to promote and protect the interests of producers, millers, merchants and allied businesses. About 85 percent of the rice consumed in the U.S. is grown here. U.S. rice farmers produce an abundance of short-, medium-, and long-grain rice, as well as organic and specialty rices such as jasmine, basmati and arborio, in Arkansas, California, Louisiana, Mississippi, Missouri and Texas, according to the highest-quality and wholesomeness standards. Sustainably grown U.S. rice helps reduce food miles because it is a domestically grown product. Look for the “Grown in the USA” logo on packages of 100 percent U.S.-grown rice. For more information, visit www.MenuRice.com.
For 20+ years, Marriner Marketing Communications has been a leader in providing integrated marketing solutions to the food, beverage and hospitality industries and has capitalized billings of over $60 million. Clients count on Marriner for effective, clarity-driven communications to address a wide variety of business challenges. Marriner’s Clients include such notable brands as Rich Products Corporation, Butterball, McCormick & Company, Zatarain’s, King & Prince Seafood, Marriott International, The Ritz-Carlton Hotel Company, Phillips Foods, Perdue Farms, MICROS Systems, Vulcan, Wolf & Berkel, Gaylord Industries, Knouse Foods and USA Rice Federation. For more information, visit www.marriner.com.