International Markets

MEXICO CITY, MEXICO – Last week USA Rice staff and three members, John Denison with Sweet Lake Land and Oil, Alex Dunklin with Crop Marketing Services, and Pamela West with Brookshire Drying Co., embarked on a trade mission to strengthen bonds, explore new avenues, and spotlight the exceptional quality of American rice to the market in Mexico.

The trade mission commenced with a private dinner hosted by USA Rice Chef Ambassador Luis Chui of Asian Bay restaurant, setting the stage for an immersive culinary experience.  In a traditional family-style setting, Chef Chui showcased an exquisite menu featuring an array of dishes which featured U.S. rice in sides, mains, and beverages, providing the perfect introduction for the trade mission delegates.

Subsequent days brimmed with activity as the delegation engaged in a series of meetings with Mexican importers, gaining valuable insights into market dynamics and consumer preferences.  Although South American varieties are a formidable competitor in the market, U.S.-origin rice continues to be favored among importers due to logistical ease and price.

A tour of grocery stores provided firsthand observations of the presence of U.S.-origin rice on the shelves, reaffirming its significance in the local market.  Additionally, a visit to the Centro de Abastos, the largest bulk distribution center in Mexico, offered a glimpse into the intricate supply chain of rice and other products.

“One highlight of the journey was the special excursion to Pachuca, where our team participated in two live-streamed cooking sessions hosted by USA Rice Chef Ambassador Aquiles Chávez, and were treated to a five-course meal featuring two U.S. rice dishes,” said Asiha Grigsby, USA Rice senior director of international promotion in the Western Hemisphere who coordinated the trip.  “These interactive activities not only emphasized the versatility of American rice but also bolstered cross-cultural exchange and collaboration in the culinary realm.”

All three USA Rice members joined the Facebook Live feed alongside Chef Aquiles as they created Mexican rice and rice pudding spring rolls for the virtual audience.

The culmination of the trade mission was marked by a spectacular event at the United States Department of Agriculture (USDA) Major League Baseball (MLB) Pre-Game Show, where USA Rice, and thirteen other cooperators, proudly showcased their products to more than 200 invited guests.  At the USA Rice booth, attendees sampled rice-based dishes including sushi, shrimp fried rice, rice pudding spring rolls, saké-infused cocktails, and horchata.

The presence of distinguished guests, including U.S. Ambassador to Mexico Ken Salazar, underscored the significance of the event.  Ambassador Salazar extended warm words of welcome to all attendees and made a special stop at the USA Rice booth where he sampled the U.S. rice dishes and engaged with delegates and chefs.

“The trade mission to Mexico City was a demonstration of the dedication and innovation by USA Rice in fostering a mutually beneficial trade relationship while advancing the interests of the American rice industry on the global stage,” said Grigsby.

In 2023, the United States exported more than 528,000 MT tons of rice to Mexico valued at $277.7 million; exports in the first two months of 2024 are 156,000 MT, 100 percent higher than the same time period last year.