News

Information Provision and Promotion Measures on Processed Products from rice in Third Countries
(North America (USA), Russia and Norway)

Year 2 of the program (June 28th 2014 to July 27th 2015)

The first action of the Program “Information Provision and Promotion Measures on Processed Products from rice in Third Countries (North America (USA), Russia and Norway)” was launched with the participation in the World Food Moscow exhibition in Russia Expocentre exhibition center (14 Krasnopresnenskaya nab., Moscow, 123100, www.expocentr.ru). The impressive stand presented at «World Food Moscow 2014» Pavilion 8, Hall 2, Stand U 239, provided to Russian consumers and trade visitors the opportunity to get to know and taste rice-based recipes. It is worth noted that the exhibition attracted more than 1,500 exhibitors and tens of thousands of trade visitors.

Visit the program website at www.riceup.eu. There you will find all details on the objectives and implemented actions as well as proposals for recipes based on European processed rice products.

The World renowned Chef Diane Kochilas, specialized and internationally recognized Chef in the Mediterranean diet, writer and television presenter has assumed promotion of processed rice products. Chef Diane Kochilas accompanied the US program representatives mission, cooked live at Boston’s New England Food Show and at Fancy Food exhibition, New York and presented the products at promotional events in «Pathos Ogranic Greek Kitchen» restaurant, Berkeley California, on the premises of «Mani Imports» importing company, West Sacramento, California, and at the Press Office of the New York Greek Consulate. Diane Kochilas was also interviewed by Radio Talk 910 San Francisco journalist Joel Riddell, Host & Executive Producer.

A Business Delegation with representatives of the rice producers was held in the USA during the period March 13-22, 2015. During their stay in the US, the representatives participated in the New England Food Show held in Boston from March 15 – March 17, 2015, as well as in the events promoting European rice, which took place at Sacramento and Berkeley, California. During their stay in the US they  had the opportunity to meet agents of the US market, importers and journalists from gastronomy media and to meet their counterparts in the US with whom they had the opportunity to discuss and exchange views and experiences relating to rice cultivation.

European program Rice Up representatives attended the New England Food Show, one of the most important trade shows of the East Coast, held in Boston from March 15-17, 2015. In the 18 sq.m. Stand (#3271) US consumers and trade visitors had the opportunity to become acquainted with and taste rice-based processed products.

«Pathos Ogranic Greek Kitchen» restaurant, Berkeley of California was flooded with aromas and flavors of European rice, where world-renowned Chef Diane Kochilas presented the products of the program, focusing on their safety and taste superiority. The event took place on March 19, 2015 and was attended by numerous wholesalers, importers and food distributors but also by journalists, press representatives and opinion leaders in order to enhance visibility of the rice-based processed products to the media.

Local market commercial agents had the opportunity to meet the high quality European rice-based processed products, at the event held on the premises of «Mani Imports» Import Company, West Sacramento, California on March 20, 2015. The program Food Ambassador, renowned Chef Diane Kochilas, impressed participants with the recipes presented.

European program Rice Up “Information Provision and Promotion Measures on Processed Products from rice in Third Countries (North America (USA), Russia and Norway)” attended world’s leading exhibition “Dairy-Deli-Bake Seminar & Expo” in Atlanta. Dairy-Deli-Bake Seminar & Expo is the largest exhibition in the world for dairy producers and products, bakery and deli products. It is the most focused show aimed only at advanced buyers, merchandisers, and executives sharing their passion for food and industry. This year the show was held in Atlanta from in the period June 7-9, 2015.  At Georgia World Congress Center Atlanta, more than 8,500 exhibitors and agents of the US market met for relationships building and to reach trade agreements. American consumers and representatives of importers showed great interest in the products of European rice cultivation that highlight respect for the environment and high quality assurance.

Business delegation with representatives of Agricultural Cooperatives and European rice Producers was held in Norway in the period June 14-17, 2015. During their stay in Norway, the delegation had the opportunity to meet with rice market wholesalers and to meet their counterparts in Norway, having the opportunity to discuss and exchange views and experiences relating to the cultivation of rice. Moreover, they participated in promotion and information actions addressed to Norwegian consumers, exchanged views with the promotional stands guests on the taste and quality of European origin rice products.

Specialist physician and diabetologist, majoring in hormone disorders and obesity, Dr. Fedon Alexander Lindberg, is the Rice Up program Food Ambassador for the Norwegian market. Dr. Lindberg is the founder of the first and only clinic in Norway, named «Weight In Balance (Vekt i Balanse)» specializing in the treatment of obesity. In 2001, he published his first book, Naturlig slank (Lose Weight and Feel Great with the Iso-Glycemic Diet), which has been translated in Swedish, Finnish, Greek and English. A year later, he published a cookbook including recipes and instructions on how to achieve and maintain a balanced diet. Dr. Lindberg has shown the method of Isoglycemic Diet, which has had great international appeal, and has authored more than 10 books that have been translated into 14 languages, have been published in 21 countries and have sold more than 500,000 books.

On June 15, 2015 a promotional and tasting event was held at Smelteverket restaurant, 17Maridalsveien str., 0178, Oslo. The program Food Ambassador, Dr. Fedon Alexander Lindberg, specialist physician and diabetologist, majoring in hormone disorders and obesity, spoke about the nutritional value, quality and safety of European rice products while Mr. Dinapogias Dimitrios, Business Development Consultant with extensive experience in Scandinavian markets, referred to the export potential of products on the Norwegian market.

On June 16, 2015 information provision actions to the consumers started in Oslo, which lasted up until June 23rd 2015. Six promotion points were selected for up to eight days, translated in 40 days of information. Daily, at all stands, skilled promoters cooked in front of consumers rice-based processed products and treated them in individual servings. A total of 250 individual servings were distributed per stand daily. At the same time, consumers were informed by trained promotion staff and received a briefing eight-page leaflet, including recipes and serving suggestions.

On June 28-30, 2015 Rice Up program Association of Legal Persons participated in Summer Fancy Food Show international exhibition, Hall 3, Booth Nr.1621, which took place at Jacob Javits Convention Center, New York City (655 West 34th Street New York, NY 10001). It is an exhibition which hosts more than 180,000 food products and 2,500 exhibitors, attracting approximately 25,000 trade visitors annually! The large number of visitors of the exhibition was the key to the large number of meetings held in the pavilion, which shall be the basis for trade agreements.

On June 26th, an information event for the promotion of rice-based processed products took place. Rice Up European program event was hosted at New York Greek Consulate Press Office. The turnout was impressive due to the presence of eminent personalities, agents of the American market and journalists from leading press and gastronomy electronic media. Among others, the spokesmen of the event were the Consul General of Greece in New York, Mr. George Eliopoulos, Head of the ISD office, Digmpasanis Apostolos and world-renowned Chef Diane Kochilas. At the end of the event, guests were invited to buffet with rice-based dishes, thus closing a highly successful evening in the best possible way.

In the frame of the program “Information Provision and Promotion Measures on Processed Products from rice in Third Countries (North America (USA), Russia and Norway)”, opinion leaders from the USA visited Greece in July. They visited the facilities of the institution and had a close look on the way in which the European rice is produced under the strict rules of hygiene and quality assurance established by the EU.

A business delegation with representatives of Agricultural Cooperatives and Rice Up Producers traveled to Russia in the period between 7-10 June, 2015. During their stay in Russia representatives of producers had the opportunity to meet with rice market wholesalers and to meet their counterparts in Moscow, with which they discussed and exchanged views and experiences concerning the rice cultivation. They also attended all consumer information activities held at the same.

In the period July 6-10, 2015 a series of promotional actions to inform consumers on European origin rice products was held in Moscow.  A total of 9 promotion points were selected, at which skilled promoters offered 250 ready-to-cook individually packaged rice-based processed products to equal number of consumers. At the same time consumers were informed by trained promotion staff and received a briefing eight-page leaflet, including recipes and serving suggestions. Thus, 10,000 individual packs were offered to the public!

European gourmet cuisine with rice products was enjoyed by the guests of the event that was held under Rice Up program. Specifically, the promotion event was held on July 8, 2015 at EASY BRIX-2 restaurant, Moscow, with the participation of dozens of professional Catering services representatives, agents and gastronomy journalists.

You can read here about the second year of the program