It’s Time For Rice Country To Play Economic Hardball

MICHAEL KLEIN

USA RICE FEDERATION

The rice industry has spent years fighting imports “the right way” – working through proper legislative and regulatory channels, asking for fair policy, playing the long game. What we’ve gotten in return are half-measures, delayed action, and court wins with no enforcement. Frankly, it’s hard not to feel like a chump. Let’s move the fight.

We’ve noticed some grocery chains have quietly shifted their shelves away from U.S.-grown rice, substituting cheaper imports and leaving American farmers holding the bag. They don’t announce it. They don’t explain it. They just do it – betting you won’t notice, or won’t care, or won’t do anything about it.

It’s time to prove them wrong on all three counts.

I bet this abandonment of American farmers and our communities makes you mad. Outraged even? It should. But companies don’t respond to outrage. They respond to revenue loss.

When the U.S. auto industry was getting hammered by imports and autoworkers were getting laid off by the tens of thousands, they banded together to create a “Buy American” effort. In extreme examples, imports were stigmatized – banned from parking lots – but the controlling idea was to renew a sense of pride in American autos.

I’m old enough to remember the “Look for the Union Label” jingle. It was one the most effective consumer awareness campaigns in American history, and it was simple. It didn’t ask people to march or organize or write their congressman. It just gave shoppers a symbol and a reason to look for it at the point of purchase.

By the way, this is exactly how the USA Rice Federation’s “Grown in the USA” mark is supposed to work (though we are missing a catchy song.)

This type of awareness or pressure campaign doesn’t just apply to unions and manufacturing – the food industry has learned this lesson too. Whether it was consumers revolting against “pink slime” in their ground beef or the creation of the “Dolphin Safe” tuna industry, what a consumer chooses to buy or not buy makes a difference.

So, here’s the ask. When you’re at the supermarket, before you drop anything into your cart, go look at the rice aisle. If they aren’t stocking U.S.-grown rice, they aren’t supporting you, your family, and your community. So why are you supporting them? Find a store that carries American-grown rice and give them your business instead. It doesn’t have to be dramatic. It just has to be consistent.

This next part is important. Don’t stay silent about it. You have to let them know. Write a note on the comment card. Post on their social media page. Tell them: “I came in for my groceries, but I noticed you didn’t carry U.S.-grown rice, so I left. I’ll be back when that changes.” A smart company doesn’t dismiss this kind of direct feedback. It’s actually valuable market intelligence.

Don’t give retailers permission to deselect you. Don’t let them assume your loyalty is unconditional. Make them earn it, row by row, bag by bag. Now who’s the chump?   ∆

MICHAEL KLEIN

USA RICE FEDERATION