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

Year 2 of the program


In the period July 21-26 2016, a series of promotional actions to inform consumers on European origin rice products was held in California, USA. A total of 15 promotion points were selected in Berkeley, San Francisco, Sacramento and Santa Rosa, at which skilled promoters offered ready-to-cook individually packaged rice-based processed products to 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. Αbout 32.000 individual packs were offered to the consumers.

  • Information provision measures to consumers in Moscow
  • Information provision measures to consumers in Moscow
Within the framework of “Rice Up” promotional program, representatives of Rice Agricultural Cooperatives and Rice Producers, had the opportunity to visit the US for a series of B2B meetings. During their stay, which lasted from January 15 to 21, 2016 the representatives participated in the Winter Fancy Food Trade Show, in San Francisco (January 17-19), and other events promoting processed rice-products.  They were also presented with the chance to meet with rice market agents, as well as their US counterparts, with whom they discussed and exchanged technical expertise on rice cultivation practices, processing and  marketing.

    • Business delegation to the USA

The “Rice Up” Association of Legal Persons participated in the Winter Fancy Food Show in San Francisco, one of the largest exhibitions in the US West Coast. The trade show ran January 17-19, 2016, at Moscone Center (747 Howard Street, San Francisco, CA 94103), in San Francisco.  The show drew more than 10.000 visitors and, it is this impressive success, which led to a large number of meetings that set the basis for future trade agreements. A live cooking show took place in the pavilion, during which, celebrity chef Diane Kochilas cooked live, dishes based on processed products from rice that were then served to visitors.

Participation in the Winter Fancy Food Show, San Francisco
The “Rice Up” Association of Legal Persons participated in the Summer Fancy Food Show, an international trade show that was held in New York on June 26-28, 2016 at the Jacobs Javits Convention Center (655 West 34th Street New York, NY 10001). About 2.670 exhibitors from 55 countries and more than 47.000 trade visitors, compose the picture of one of the most important trade shows in the US East Coast. Moreover, at the “Rice Up” pavilion, guests had the opportunity to watch world renowned chef Diane Kochilas, present an impressive live cooking show which they all enjoyed!

“Rice Up” in Summer Fancy Food in N.Y.
On Sunday June 26, 2016 an information event took place in New York, at My Cooking Party place (25 West&26th Street). The event honored with their presence Mr. Konstantinos Koutras, Consul General of Greece in New York and Mr. Digmpasanis Apostolos, head of the ISD office. Guests were informed about high quality rice products, Chef Diane Kochilas, Food Ambassador of “Rice Up” in the USA, cooked original and traditional rice based recipes and a rice-based dishes buffet was served.

  • Information event in New York
An information event about the “Rice Up” program, targeting food industry professionals, the media, and opinion leaders, was held on January 18, 2016, at Colonial Revival Mansion in San Francisco (1240 Saint Charles Street, Alameda, CA 94501). The more than 60 attendees, had the opportunity to watch world renowned celebrity chef Diane Kochilas, present ideas for cooking processed rice-products. At the end of the event, guests were served a special dinner based on rice, and received each a gift kit and  brochures regarding the program.

  • Information event in California
Diane Kochilas, world renowned celebrity chef, assumed promotion of processed rice products, during, phase 2 of the «Rice Up» program implementation. The Greek- origin chef, who is well known in the US, accompanied the business delegation, cooked live at the trade shows and exhibitions and presented processed rice products during promoting events.

  • Diane Kochilas, Food ambassador of the European rice in the USA
On May 22-29, 2016 professionals from the US Food Market were invited to visit the facilities of the “Rice Up” program implementing parties. Within this action’s framework, Mr. A.J Horner, Managing Partner of “Tria Foods LLC”, ( and, Specialty Food importer, Mr. Odysseas Mitropoulos, visited rice-cultivation areas, had a close look on the state-of-the-art processing plants and met with the producers.

    • Business Delegation from the USA to Greece
The “Rice Up” Association of Legal Persons participated in the Prodexpo International Food Exhibition in Moscow, a major exhibition event in the Russian market, hosted in the “Expocentre Fairgrounds” exhibition center on February 8-12, 2016. This year, the exhibition hosted 2.000 exhibitors from 67 countries and, during the show, the hundreds of visitors that visited the “Rice Up” stand had the opportunity to watch live, delicious dishes based on processed rice-products, being cooked and tasted them later on!

  • Participation in Prodexpo Moscow 2016
A Point of sale information provision action was held on May 23-27, 2016 for consumers in Russia, during which rice products were distributed to more than 10.000 consumers. The event was held in 9 stores, members of the “Bakhetle” chain supermarkets.

  • Information provision to Consumers in Russia
An information and tasting event was held, with great success, on Wednesday May 25, 2016 at the Brix restaurant in Moscow, Russia. More than 60 guests received information regarding the quality features of European rice, produced in Greece, and enjoyed the tasting of traditional and gourmet creations, offered by the  «Rice Up» parties.

  • Information event and tasting in Moscow
A business delegation with representatives of the “Rice Up” program implementing bodies, visited Moscow on May 24-27, 2016. During their stay, the delegation members participated in a series of promotional events, back-to-back meetings with opinion leaders, wholesalers and Russian market agents, and took active part in consumers’ informational events held in super markets, exchanging views about the taste and quality of European rice products.

An informative event was held on June 14, 2016 in Norway at the Vulkan Restaurant in Oslo, where the “Rice Up” program implementing bodies, chefs and nutritionists, presented the distinctive quality of European rice produced in Greece. At the end of the event, guests were invited to a rice-based dishes buffet.

  • Promotional event in Oslo
A direct distribution of European rice-products samples to consumers, took place in Norway, from June 15th to July 2nd 2016. Stands were positioned in the JACOBS HOLTET, JACOBS MAJORSTUEN, COOP MEGA BISLETT, COOP MEGA KOLBOTN, COOP MEGA METRO, COOP MEGA SKØYEN, MENY BOGSTADVEIEN super markets, where skilled promoters cooked and served daily in individual bowls, meals based on processed rice-products. An amount of 250 servings was distributed at each stand, along with an eight pages brochure of recipes and serving suggestions.

  • Information provision to  Consumers in Norway
Maj-Britt Aagaard, a well renowned and mostly liked chef, writer, blogger and columnist in Norway, undertook the promotion of the European processed products from rice in Norway. Because of her participation in all of the “Rice Up” program promotional events, her writing of articles and her media presentations, Maj-Britt Aagaard plays a catalytic role in informing Norwegian consumers in the most effective way.

  • Maj-BrittAagaard ambassador of Rice-Up in Norway
Within a period from June 13 to June 16, a business delegation was hosted in Oslo Norway. The “Rice Up” program representatives, realized a series of contacts with wholesalers and food distributors, discussing about better ways to promote “Rice Up” products in the Norwegian market, with journalists and opinion leaders. 

You can read here about the first year of the program