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USA Rice Federation Receives IACP’s Award of Excellence: Best Corporate Marketing Campaign

Arlington, VA, May 28, 2008 – At its annual meeting in New Orleans, the International Association of Culinary Professionals (IACP) recently presented the USA Rice Federation with a 2008 Award of Excellence for its Corporate Marketing Campaign. The award recognized USA Rice’s comprehensive, Web-centric foodservice program: “Rethink U.S. Rice: Endless Menu Possibilities.”

According to IACP, the awards are presented annually to honor members whose exceptional achievements embody the highest standards of the association and display a commitment to excellence. The Corporate Marketing Campaign award recognizes the most innovative, creative and successful marketing campaign launched in 2007. Other finalists for the 2008 award included Cuisinart and General Mills.

Research-based and results-driven, USA Rice’s multi-media marketing campaign leveraged a new foodservice Web site www.MenuRice.com as the foundation. Through print and online advertising, educational videos, public relations, on-trend recipes, industry partnerships and events, the program has:

  • Increased awareness and menuing of U.S. rice in foodservice
  • Created relevance for U.S. rice as an essential foundation to any successful menu
  • Changed mindset of target by reinvigorating rice’s image in relation to key food trends

USA Rice Federation Chairman Al Montna called this “a landmark achievement for the Federation and our commitment to the foodservice industry.”

“It is truly an honor for USA Rice’s foodservice program to be recognized by the International Association of Culinary Professionals. On behalf of U.S. farmers and millers, we extend our sincere thanks,” said Judy Rusignuolo, Director, National Consumer Education & Foodservice Marketing, to an audience at the award ceremony.

Other highlights of USA Rice’s sponsorship activities at the IACP annual conference, included:

  • The Culinary Trust Chef Jam! event featured renowned Chef Emeril Lagasse, who prepared Shrimp Etouffee with Panko-Crusted Rice Cakes, Crispy Confit of Pork Cheek with Creole Rice, and Rice Pudding with White Chocolate, Almonds and Bourbon Sauce. The event benefited the Culinary Trust’s scholarship, grant and preservation programs.
  •  “Louisiana Rice and Crawfish Farm Tour,” a day-long tour and Cajun cuisine experience for 35+ culinary professionals. See the recent “Farm to Table” news release for details.
  • Opening reception featured U.S. rice in many rice-based Louisiana dishes like jambalaya, gumbo and calas.
  • Culinary Showcase exhibit provided recipes and educational materials on the wide assortment of U.S. rice varieties available, and surveyed attendees on attitudes toward the “local foods” trend. For survey highlights read the What’s New in Rice feature.

For more information on USA Rice’s foodservice activities and recipe/menu ideas, visit www.MenuRice.com.