The UK experienced a 207 percent increase in U.S. rice imports during the first quarter of 2017 (over 10,000 MT valued at $5.4 million). This was been driven by a 5,877 percent increase in parboiled long grain rice imports and a 515 percent increase in long grain imports.
The UK is the largest market for U.S. rice in the EU. “Our focus, patience, and hard work has been rewarded and now U.S. rice is returning more broadly to the market,” added Hartwig Schmidt, Regional Director at USA Rice.
USA Rice activities in the UK appear to have been strengthened by a broad strategy encompassing targeted marketing to ethnic wholesale and retail sectors – traditionally an important market for U.S. long grain rice. In 2016, for instance, a highly successful trading partnership began with the UK’s leading Afro-Caribbean wholesaler, further to the relationships that were forged with the Chinese and other ethnic sectors.
“In addition to the retail and ethnic sectors, U.S. rice is also experiencing demand from the UK foodservice and manufacturing sectors. A spokesperson for a leading UK manufacturer recently remarked that ‘the premium quality and consistency of US rice is seen as a benefit to both manufacturers and consumers alike,'” Schmidt said.