USA Rice has taken the first step in launching its new consumer marketing campaign, Think Rice, by updating its social media handles and profile icons on Twitter, Facebook, Instagram, and Pinterest.

Think Rice is the new face of domestic promotion programs and USA Rice consumer marketing initiatives.

“From the focus groups we conducted last year, we learned that the USA Rice logo does not resonant with the average consumer,” said Katie Maher, manager domestic promotion programs. “While the logo is great for our communications with members of Congress and government agencies, it does not clearly convey the messages we want to send to consumers.”

Maher said U.S.-grown rice is in a position to benefit from the trends that are driving consumer food decisions, and the catchy mantra and fun graphic can help.

“Think Rice is a compelling call-to-action that will resonate with a broad demographic and strongly position rice as healthy, versatile, safe, sustainable, and locally-grown food choice,” she added.

“We’ve noticed that today’s chefs, health professionals, retailers, and consumers are all interested in the same types of information,” said Maher. “So, we saw an opportunity to revive domestic promotion messaging with Think Rice; we can use this theme across program platforms to leave a lasting impression on Americans and support our goal of creating awareness for U.S.-grown rice.”

Think Rice will make its culinary debut at the Worlds of Flavor conference, hosted by the Culinary Institute of America. Conference signage and an ad in the program will feature the new logo. In the coming months, Think Rice will be seen on the USA Rice website, in educational materials, promotional items, informational videos, advertising, and more.