As part of the National Rice Month celebration, USA Rice has teamed up with Zojirushi, a notable rice cooker and kitchen appliance manufacturer, to culminate the 30th anniversary of National Rice Month (NRM).
The celebration was held through giveaways and promotions, each one including a Zojirushi rice cooker and U.S.-grown rice varieties in its package. These promotions and giveaways were held throughout September and highlighted both the features and functions of Zojirushi rice cookers, such as the Zojirushi NHS-06 3-Cup Rice Cooker, as well as USA Rice talking points that centered around US-grown rice varieties.
One of the big names that joined the celebration is Youtube influencer Emmymade, who produced a video that highlighted multiple U.S.-grown varieties. The video garnered 2.5 million impressions and also had a giveaway that was promoted to her 2.1 million subscribers.
Winners of the giveaway were able to receive a 5.5 cup Zojirushi NS-WTC10 rice cooker and a selection of U.S.-grown rice. Some of these varieties included arborio, jasmine, brown long grain, organic long grain, sprouted medium grain, and brown rice grits.
Another influencer, June Quan of @Stirandstyle, also joined in on the celebration with a giveaway to her 300k+ followers.
Online Japanese cuisine and culture guidebook JustOneCookbook also hosted an editorial giveaway that promoted US-grown rice as well as the benefits of GABA rice.
This promotion alone received more than 8,300 entries, and the multiple winners of the giveaway received a Zojirushi NS-WTC10 rice cooker. The lucky consumers were also able to win 12 pounds of U.S.-grown sprouted medium grain rice.
“Teaming up with Zojirushi to celebrate the 30th anniversary of National Rice Month has been tremendous. We were able to build upon the strong foundation of our traditional NRM programming and explore new and unique avenues to reach more consumers and spread the reach of U.S.-grown rice,” said director of domestic promotion Cameron Jacobs.
“We thank Zojirushi for the promotional partnership and look forward to working with them in the future,” he continued.