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

Year 3 of the program


On the 22 – 24 January 2017, Rice Up participated in the international Winter Fancy Food Show, held at the Moscone Center in San Francisco. It is an exhibition hosting more than 150.000 food products and 2.000 exhibitors, attracting approximately 25.000 commercial visitors each year. The presence of the Rice Up at the Winter Fancy Food Show is of crucial importance, as this particular exhibition sets the trends in the food commerce and in gastronomy, paving the way for the introduction of thousands of products on the shelves of American supermarkets.

  • Tradeshow in San Francisco
From the 25th to the 27th of June 2017, the Rice Up Program participated in the Summer Fancy Food Show International Exhibition, held at the Jacob Javits Convention Center in New York. At the Rice Up stand, world famous chef Diane Kochilas prepared savory recipes based on European processed rice products and delighted the visitors!

  • Participation at the Summer Fancy Food N.Y.
The hospitable facilities of the “ManiImports” at Western Sacramento in California, hosted an event for the promotion of Rice Up. On Tuesday 19th of January 2017, the guests had the opportunity to learn all about the European processed products of rice, after which a tasting session took place. Another information event took place on 23rd of January at the Cookhouse Conference Center in San Francisco. The events were attended by food importers from the State of California, journalists of printed and electronic media related to gastronomy, as well as renowned chefs.

Presentation of Rice Up in California
A promotion event was held in New York on Monday 26th June 2017 at the Sopra event venue of the AMALI restaurant in New York. The event was honoured by the presence of Mr. Konstantinos Koutras, Consul General of Greece in New York. After the guests were informed on high quality rice products, chef Diane Kochilas, food ambassador for the program in the USA, prepared original and traditional recipes with rice, followed by a buffet, whose key ingredient was, of course, rice.

Information provision and promotional event in New York
American consumers were informed on the European processed products of rice in the month of June. The action was implemented in a total of 100 promo-days in California.

  • Point of Sale information Provision to American consumers
In the framework of the Food Ambassador action, it gives us great pleasure to announce that during the third year of the Rice Up program we will be again joined by the world famous chef Diane Kochilas! An excellent cooperation with a wonderful person, a top chef and the ideal ambassador of the Greek cuisine in America.

  • Diane Kochilas and Rice Up go together!
The promotion events for Rice Up continue! After the USA, it was Russia’s turn. During the period from 6 to 10 February 2017, the entire world of food products met at the Prodexpo Moscow International Exhibition. Rice Up was there with an impressive stand at the Fairgrounds Expo centre. Hundredths of Russian consumers and commercial visitors had the opportunity to have a close look and taste recipes whose basic ingredient is rice.

  • Participation at the Prodexpo Moscow International Exhibition
On Tuesday 7th February 2017, at the easy BRIX (BRIX-2) wine bar – restaurant in Moscow, a tasting session was held in the framework of the Rice Up program. Dozens of restoration professionals, commercial agents as well as food journalists participated. It should be noted that the Economic and Commercial Attaché of the Greek Embassy in Moscow, Mr. Ilias Thanasas, honoured the event with his presence.

    • Promotion and testing event in Moscow
From Monday 26th June until Saturday 1st July 2017, an informative session for Russian consumers was held at the branches of the Bahetle Supermarkets for a total of 40 promo-days.

  • Point of Sale information Provision to Russian consumers
The gastronomic suggestions of the leading Norwegian food journalist Siri Fossing charmed the audience of the Rice Up promotion event in Norway. On Wednesday 23rd of November 2016, the numerous guests of the event at the Oslo Food Academy had the opportunity to meet and taste high quality European rice products! Food importers and distributors in the Norwegian market, renowned chefs as well as journalists specializing in gastronomy were among those who attended the event.

  • Promotion event in Olso, Norway
From the 19th until the 29th November 2016, an informative session for consumers and a free distribution of products took place in Norway. The actions were implemented for a total of 40 promo-days.

  • Point of Sale information Provision to Norwegian consumers

You can read here about the second year of the program