By teaming again with Marriner Marketing Communications, the USA Rice Federation has completely redesigned and relaunched its foodservice website: www.MenuRice.com. Based on site analytics and foodservice digital insights, the look and feel of MenuRice.com was modernized, relevant U.S.-grown rice information is highlighted in an easier-to-see format, and functionality has been improved in response to new digital trends.
Built using the latest technologies and best practices, the new site incorporates responsive design so the content adapts for easy viewing on a variety of mobile platforms including tablets and smart phones. Since 2011, there has been a surge in mobile device use by foodservice professionals with nearly 74% using smart phones and 57% using tablets to access information.1 Based on Google Analytics history, the site was re-organized to better feature the most popular content areas, including the Culinary Center, Resources and Training Tools, All About U.S. Rice, Meet U.S. Rice Farmers, and K-12.
“Chefs and operators rely on us for all of the essential information about U.S. rice when they need it, and that need is increasingly mobile,” says Katie Maher, Manager of Domestic Promotion at USA Rice. “The relaunched site highlights our role as a trusted resource for foodservice professionals, and the bold color palette and new dashboard layout are in keeping pace with current web designs and trends. As our long-time partner in foodservice communications, Marriner was the clear choice for continuing to enrich our web presence moving forward.”
Susan Gunther, Partner and Director of Client Services at Marriner, adds, “We were proud to be tapped as USA Rice’s partner in 2006 when they first initiated a comprehensive foodservice communications program, with MenuRice.com serving as the main hub of information. As we watched the foodservice industry’s digital needs evolve, we were thrilled to help re-imagine the site to create new and important engagement opportunities for U.S.-grown rice with culinary professionals.”
ABOUT USA RICE FEDERATION
The USA Rice Federation is the global advocate for the U.S. rice industry, conducting programs to inform consumers about domestically grown rice.
U.S. farmers produce an abundance of short, medium and long grain rice, as well as organic and specialty rices including jasmine, basmati, Arborio, red aromatic and black japonica, among others. Farmers in Arkansas, California, Louisiana, Mississippi, Missouri and Texas grow some 20 billion pounds of rice each year, according to the highest quality standards. Eighty-five percent of the rice Americans consume is grown in the USA. Look for the U.S. rice industry’s “Grown in the U.S.” logo on packages of 100% domestically grown rice. For more information, visit www.usarice.com.
ABOUT MARRINER
For almost 25 years, Marriner Marketing Communications has been a leader in providing integrated marketing solutions for the food, beverage and hospitality industries. Clients count on Marriner for effective, clarity-driven communications to address a wide variety of business challenges. Marriner's Clients include such notable brands as Butterball, CP Foods, Hospitality Mints, Knouse Foods, Marriott International, Massimo Zanetti Beverages, McCormick & Company, Perdue, Phillips, The Original Cakerie, USA Rice Federation, Vulcan, Wolf & Berkel, and Zatarain's. For more information, visit www.marriner.com.
For media inquiries, contact Susan Gunther at 410-715-1500 or susang@marriner.com.
1 Source: CSP Foodservice Media Consumption Study, June 2013
Source: Marriner Marketing Communications