USA Rice, the rice industry’s trade organization, wants people to start thinking about rice. And they’re getting people’s attention in a big way.
To raise awareness about the value of rice, USA Rice has launched the Think Rice Road Trip, a nine-state tour that aims to educate Americans about rice and the benefits the grain has to offer. The campaign organizers plan that the road trip will travel 4,000 miles across the U.S., from Crowley, La. to San Diego, Calif.
During the road trip, the Road Trip Crew will demonstrate their brand-new truck while playing trivia games and giving away Aroma rice cookers and rice. The road crew plans to give away 3,000 rice cookers.
On Thursday, Sept. 27, the Rice Road Trip is stopping through Little Rock to spread its message about rice. From 7:30 to 9 a.m., the team will be located at the Rice Mural at Besser Ace Hardware, located at 1015 Main St. From 11 a.m. to 12 p.m., the team will move to the corner of President Clinton Avenue and River Market Avenue.
Rice is one of the staples of Arkansas agriculture, but it’s also a major crop throughout the U.S. Approximately 18 billion pounds of rice are grown by farmers in Arkansas, California, Louisiana, Mississippi, Missouri and Texas on three million acres of farmland.