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
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.