Two on short list for UK promotion of rice products

The US Rice Federation is poised to appoint a British PR consultancy as part of a pan-European generic programme.

The US Rice Federation is poised to appoint a British PR

consultancy as part of a pan-European generic programme.



The promotional body’s regional director for Europe Hartwig Schmidt has

shortlisted two agencies.



Start-up food and drink agency Artisanne’s, which already handles

communications for the Rice Bureau, is believed to be in the

running.



Schmidt is planning to return to London next week to make a final

decision on the appointment.



The public relations programme will reach consumers, wholesalers and the

food service industry.



Schmidt said the campaign will focus on the UK ’for the time being,’ but

may later expand into Europe.



The rice organisation already employs a PR agency in Scandinavia and is

about to appoint one in Germany.



The US Rice Federation was formed from an alliance of the Rice Miller’s

Association and the US Rice Council, which represents farmers.



The organisation helped to fund the Rice Bureau, which was set up to

generically promote rice. The Rice Federation will now focus on

promoting the US product.



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