USA Rice Federation News
For Immediate Release
November 9, 2001
Contacts:  Cyndie Shearing-Sirekis at (703) 351-8161 or Marvin Lehrer at
(210) 479-2857

USA RICE FEDERATION RETURNS FROM SUCCESSFUL EXHIBITION AT INTERNATIONAL
TRADE FAIR; Cubans taste U.S.-grown rice for first time in 40 years

USA Rice Mexico Promotions Director Gaby Carbajal (second from right) serves
a traditional Cuban dish made with U.S.-grown rice to visitors at the
International Trade Fair in Havana, Cuba.The show provided an excellent
opportunity for Cubans to experience their first tast of U.S. rice.

The USA Rice Federation (USA Rice) recently returned from exhibiting at the 19th International Trade Fair in Havana, Cuba. The show, which ran through Nov. 5, 2001, provided an excellent opportunity for Cubans to experience their first taste of U.S.-grown rice in 40 years.

USA Rice Director, Latin America Program Marvin Lehrer and USA Rice Mexico Promotions Director Gaby Carbajal staffed USA Rice's booth at the fair.  "Many Cuban visitors at the USA Rice booth expressed surprise at the high quality of the U.S. rice on display," said Lehrer. "The response was overwhelmingly positive."

Rice is a staple of the Cuban daily diet, but typically available product is of Asian origin and consists of 25 - 30 percent brokens.

USA Rice distributed thousands of pieces of promotional literature and giveaways at the show, and cooked and served more than 350 lbs. of U.S.-grown rice. U.S. long grain rice was displayed in the USA Rice booth in 1-pound, 5-pound, 10-pound, and 25-pound packages. A variety of boxed flavored rice mixes were also displayed.

Visitors to the USA Rice booth included Cuban consumers as well as members of the Cuban Ministry of Foreign Affairs, Cuban ministers of foreign trade and agriculture, and representatives of Alimport (the Cuban government's import agency).

Cuban print and television media provided excellent coverage of USA Rice's presence at the trade fair. This included interviews by nationally known Cuban television personalities.

"Participating in the International Trade Fair was a natural extension of our previous market outreach efforts to Cuba," said USA Rice Council Chairman Jimmy Hoppe, a Louisiana rice producer. "However, additional trade sanctions reforms are needed to allow food and medicine sales from the United States to Cuba, and we remain actively involved in that effort."

Until 1961 Cuba was the top export market for U.S. rice. Trade sanctions imposed that year have cost American rice farmers an estimated $3 billion. A recent U.S. International Trade Commission report estimates that U.S. rice exports to Cuba could total nearly $60 million annually.

USA Rice's presence was the first by a U.S. entity at a Cuban trade fair in almost 40 years. This was recognized by fair organizers with a special award and a standing ovation from fair participants at an awards ceremony for the trade show.

This market outreach effort to Cuba is just one example of how the USA Rice Federation works to increase the bottom line of rice producers, millers, and allied industries by increasing demand for U.S.-grown rice.

Hurricane Opens Door for Rice Food Aid
Hurricane Michelle caused extensive damage in Cuba in early November. In fact, the USA Rice booth at the International Trade Fair shut down early because of the storm. The U.S. State Department issued a statement on November 7 that the United States is prepared to provide humanitarian assistance to those most affected by Hurricane Michelle. USA Rice supports this humanitarian effort, and views rice as an excellent component of any assistance.
 
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