Paul Hill spoke to Eszter Somogyi, director for Europe, Middle East and Africa at US Rice, to find out why wholesalers need to be importing the product
Why should UK wholesalers be taking advantage of US Rice?
Reliability & consistency: The US is recognised as a reliable supplier that can provide year-round stocks of high-quality rice without any export limitations or bans.
Variety: The US can offer long, medium and short grain rice as well as specialty varieties like wild rice, catering to diverse international cuisines including the growing African and Caribbean segment consuming easy-cook rice, Chinese segment consuming polished white long grain rice coming from the US mid-South, as well as Japanese and Korean cuisine using high quality medium and short grain rice from California.
Supply chain security: By diversifying their sourcing to include the US as a source, wholesalers can mitigate the risks associated with the high price volatility and supply disruptions common in the “thinly traded” global rice market.
How US Rice supports wholesalers
The USA Rice Federation actively invests in the UK market through integrated marketing campaigns to build long-term demand and awareness:
Marketing & promotion: Wholesalers benefit from trade-focused campaigns, including roadshows, wholesaler trade days, and influencer partnerships that educate consumers and drive demand.
Strategic partnerships: The industry builds long-term relationships with major UK wholesalers, such as Wanis, Costco and others to support the growth of the U.S. rice category.
Read more: A guide to exporting and importing in wholesale
Current rice market trends
Shift toward sustainability: UK consumers are increasingly prioritising sustainability and conservation in their food choices, making US rice’s commitment to these areas a key selling point, to learn more please visit here:
Health and affordability: Rice as a natural ingredient provides an affordable and easy choice for consumers aiming for less processed and healthier choices. Additionally brown and wild rice (both wholegrain) fit well with trends like “Fibermaxxing” which has become the nutrient buzzword in early 2026.
Authentic dining experiences: Brands across the rice category are increasingly responding to global food trends by offering products that reflect the rise of world cuisines. There’s a broader shift in consumer behaviour where rice is no longer viewed as a neutral base, but instead as a key part of the flavour experience.
Main benefits of sourcing from the US
Uniform high quality: Strict USDA grade standards ensure consistent grain length, texture, and cooking performance in every shipment.
Diverse product range: Access to various types, from long grain and parboiled for ethnic markets to medium and short grain for specialised cuisines.
Food safety: US rice is subject to rigorous safety and quality regulations, providing peace of mind for wholesalers and end-consumers alike.
Operational efficiency: Diversifying sourcing to include multiple origins reduces the risk of last-minute “sourcing panic” and helps maintain stable availability and pricing for long-term contracts.
