LONDON: The organization representing the multimillion-dollar US rice industry is on a communications hunt to help it increase sales in the UK market.
Documents seen by PRWeek revealed that the US Rice Federation is holding a review for what it calls “the single most important market” in the European Union.
The nonprofit represents an industry responsible for exporting $20 million in rice to the UK last year. It has offered a budget of $150,000 for the work.
One key to the group's strategy will be targeting the ethnic trade and food-service sector, with the emphasis on the high quality of the US product.
The work, which will run from October 2013 to September 2014, will include targeting trade companies and those that import to the UK.
The UK is one market of 50 targeted by the organization, with UK promotional work coordinated from its regional office in Hamburg, Germany.
A spokeswoman for the US Rice Federation confirmed the pitch.
This story originally appeared on the website of PRWeek UK.