For the second consecutive year, USA Rice has been recognized for excellence in foodservice advertising by a leading publication. As a winner of Foodservice Director Magazine's Top 5 Advertisement award for effectiveness, the USA Rice Federation's domestic promotion advertising beat out far bigger spenders and some very big national food company brands. To determine the awards, an independent research company interviewed foodservice operators to determine which ads were most effective. That s why rice is now showing up in sandwiches. By showcasing rice in wraps, a hot new food concept among foodservice chains, rice is appearing on sandwich menus with increasing frequency.
Many wraps use rice as one of the sandwich ingredients.
In a recent survey, one-third of foodservice operators reported wraps on their menus, and most contained rice. This column originally appeared in Rice Farming magazine.