USA Rice recently led a trade mission to Mexico aimed at strengthening relationships with key customers, gathering market intelligence and reinforcing the competitiveness of U.S. rice in its largest export market.
The delegation, led by USA Rice Senior Director of International Promotion for the Western Hemisphere Asiha Grigsby, included U.S. rice growers, merchants and allied industry representatives. Throughout the week, participants met with importers, toured milling operations and observed consumer purchasing trends across several regions of Mexico.
The mission began in Veracruz with a visit to Promexa, where delegates toured the company’s milling facilities, warehouses and laboratory after discussing current market conditions. Company representatives said they continue to purchase U.S. rice, but noted that South American suppliers have increased their market share because of quality and pricing advantages.
The delegation then traveled to Orizaba to meet with Grupo Schettino, Mexico’s largest importer of U.S. rice. USA Rice members shared updates on crop conditions and their farming and business operations, while Grupo Schettino discussed changing consumer preferences and sourcing decisions that are influencing the Mexican market.
The mission concluded its business meetings in Mexico City with a trade seminar involving representatives from the U.S. industry, the U.S. Department of Agriculture’s Foreign Agricultural Service in Mexico, the Mexican Rice Council and several Mexican importers, including Promexa, Hanami, La Merced, El Bajio and Alimentos Cazerola.
Participants discussed market conditions, consumer trends, promotional initiatives, crop outlooks and increasing competition from suppliers in Asia and South America. The group also examined opportunities to expand collaboration and encourage demand for U.S.-origin rice in Mexico.
Delegates visited wholesale and retail markets to evaluate merchandising practices, pricing and consumer purchasing behavior. They also attended USA Rice promotional activities, including the Harvest Rush virtual reality activation and a consumer campaign at a local movie theater. The group also participated in a cooking demonstration featuring a cocoa horchata recipe at Sotero Restaurant led by USA Rice Ambassador Chef Aquiles Chávez.
The trade mission concluded at Ambrosia Culinary Institute, where delegates provided feedback on the program and participated in an interactive cooking session while learning about the institute’s accredited rice education program.
Grigsby said the mission provided an opportunity for USA Rice members to hear directly from customers while gaining firsthand knowledge of market conditions. The discussions highlighted both the challenges and opportunities facing U.S. rice in Mexico and reinforced the importance of continued collaboration between suppliers and customers.
For rice processors, millers and exporters, the mission underscored the competitive pressures facing U.S. rice in Mexico as suppliers from South America and Asia continue to expand their presence. The market insights gathered during the trip may help the U.S. rice industry better align production, quality and marketing strategies with customer expectations while maintaining its position in its largest export destination.
