Representing U.S. Rice Farmers
AMFI represents US Rice Producers Association (USRPA) in North Africa (Morocco - Libya - Tunisia - Algeria - Mauritania). Since 1997, the US Rice Producers Association has worked hard to maintain and enhance existing rice markets for promoting rough, brown and milled rice, and to educate and inform the general public about rice and rice market information, as well as to expand research activities to develop the rice industry.
Market Access and Demand Building
USRPA in North Africa, represented by AMFI, does extensive marketing to enhance trade and consumer awareness of U.S. rice, and increase its market share. A marketing mix that targets the trade, retail, HRI and consumer sectors is implemented in order to reach market attractiveness and build demand.
USRPA reps do annual visits to major rice importers, traders and HRI leaders to discuss the market situation, competition, opportunities and constraints, across the North African region. One-on-one meetings are organized and carried out with prospective and potential buyers of U.S. rice, as well as leading hotel and restaurant managers.
Retail Market Visits
USRPA reps in Morocco does regular visits to major retail chains in the country, such Portuguese Hypermarket “Atacadao”, Local Hypermarket “Marjane”, Local Hypermarket “Aswaq Assalam”, and French Hypermarket “Carrefour”. Store checks, prices and photos are taken from each supermarket.
Production of Point-of-Sale Materials
Special printed materials are produced each year in order to back up all visits and strengthen marketing efforts. These items include brochures, posters and special giveaways.