Rice is one of the world’s most widely consumed grains and the primary dietary staple for more than half the world’s population. American rice farmers grow 9 million tons of rice each year, just more than half of which is exported to more than 120 countries.
The U.S. Department of Agriculture's Market Access Program (MAP), Foreign Market Development (FMD) Program, and Agricultural Trade Promotion Program (ATP) help the rice industry open foreign markets and promote our products abroad, with a proven track record of success in more than 30 overseas markets. Learn more about our international market promotions below.
CARTAGENA, COLOMBIA -- Leadership from the USA Rice Council and the USA Rice International Promotion Committee came here last week for the International Promotion Planning Conference, to develop a proposed budget for USA Rice’s 2026 international marketing activities funded by the Market Access Program (MAP), Foreign Market Development program (FMD) and Regional Agricultural Promotion Program (RAPP). Lady Gomez from the U.S. Department of Agriculture’s (USDA) Foreign Agricultural Service (FAS) discussed the Colombian market, highlighting some of the promotional activities led by her team such as SaborUSA, a non-traditional marketing campaign promoting U.S. food and beverages here.
The USA Rice group also spent a day visiting key stakeholders in the local rice trade, including Induarroz (the rice millers association), Fedearroz (the rice producers association), and several importers.
Rice production in Colombia has increased over the past several years, reaching 630,000 hectares (~1.6 million acres) largely due to expansion in the central eastern Casanare region. While most domestic consumption is met by local production, opportunities for imports remain for quality rice with favorable pricing.
Colombia imports rice from Peru, Ecuador, and the United States, with the U.S. being the only supplier of paddy rice. Imports from the U.S. largely come through the tariff rate quota (TRQ) auctions that are held three times per year; the first auction of 2026 is scheduled for January 26th for 102,452 MT.
“Colombia is an important market for paddy rice and so it’s critical that we meet with the importers and millers to share information about U.S. production and better understand their potential import needs,” said Steve Vargas, chair of the USA Rice International Promotion Committee. “With the RAPP funds and the upcoming Americas First Trade Promotion (AFTP) program, we plan to expand promotions in several Latin American export markets.”
The planning conference concluded with approval of country-specific strategies and budgets for the coming year which will be presented to the full USA Rice International Promotion Committee for their consideration.
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