The USA Rice Federation officially unveiled the first-ever American rice origin seal for an overseas market at a trade and press breakfast event in Mexico City in February. The purpose of the logo is to allow the Mexican consumer to easily identify the high quality, consistency, and safety of American-origin rice, heretofore difficult for the public.

The logo kick-off for “Arroz Americano Autentico” drew more than 40 members of the Mexican rice trade, as well as representatives of the U.S. Embassy, Agricultural Trade Office, Mexican Rice Council, major packers, millers, culinary school directors, magazine editors, supermarket reps, and TV and newspaper reporters.

“I love the logo which clearly identifies the U.S. as the quality origin of rice, and kudos to USA Rice for the initiative,” said Joseph Lopez, Acting Minister Counselor for Agricultural Affairs and Director of the U.S. Agricultural Trade Office in Mexico.

“We’re the largest importer of U.S. paddy rice and we are interested in the growth of our brands,” said Karen Reiterhart, marketing manager of Schettino Hermanos. “We consider the logo is going to help distinguish our brand as the highest quality and safest in the market.”

“The logo lets the consumer distinguish the high quality, food safety, and research that goes into American rice,” said Guillermo Cardenas, director general of Agri-Grain, a key importer of U.S. rice, and president of Consejo Agroalimentario de Productos Básicos, a trade group of major importers, wholesalers, and distributors of basic commodities.

“Congratulations to USA Rice. We look forward to using the new logo for our leading U.S.-origin rice brand,” said Alejandro Alvarez, director general of La Merced, the second most popular rice brand in Mexico.

USA Rice Vice President of International Promotion Jim Guinn, attended the event and said, “The Authentic American Rice quality seal will be promoted by USA Rice in Mexico specifically emphasizing the quality, versatility, safety, and consistency of U.S. rice. Co-promotions