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USA Rice boosts Mexico ties via trade mission for US-origin demand
The weeklong delegation toured milling and storage operations in Veracruz and held a seminar with USDA’s Foreign Agricultural Service, Mexican importers, and the Mexican Rice Council.
USA Rice led a trade mission to Mexico that brought together US rice growers, merchants, and industry partners to strengthen relationships with key customers and gather insight into the export market, including visits to wholesale and retail markets to observe merchandising, pricing, and consumer purchasing trends.
In Veracruz, delegates toured Promexa’s milling facilities, warehouses, and laboratory after discussions on the state of the Mexican rice market. USA Rice representatives said they continue to source US rice, but South American suppliers have increased market share by offering advantages in quality and pricing.
The mission continued in Orizaba with meetings involving Grupo Schettino, Mexico’s largest importer of US rice, where USA Rice members shared crop updates and overviews of their farming and business operations while Grupo Schettino discussed evolving consumer preferences and sourcing decisions.
In Mexico City, a trade seminar included USDA’s Foreign Agricultural Service Mexico, the Mexican Rice Council, and Mexican importers, with discussions on market conditions, consumer trends, promotional initiatives, crop outlooks, and competition from Asian and South American suppliers. USA Rice also staged promotional activities during the trip, including a virtual reality activation and a consumer campaign, and USA Rice senior director of international promotion Western Hemisphere Aisha Grigsby said the missions let the organization hear directly from customers while offering an immersive market experience.