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In This Issue:
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Market Update: El Niño Takes Center Stage as Rice Markets Strengthen
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Domestic News: Texas Rice Festival Rice Cooking Contest
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International News: U.S. Rice Promotion in Hong Kong Delivers Strong Retail Results
- Rice Market & Technology Convention (RMTC)
- Picture from Rice Country
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| El Niño Takes Center Stage as Rice Markets Strengthen | |
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Rice harvest is in full swing, and the short crop has firmly embedded itself in the pricing complex. Milled rice quotes have climbed to as high as $ 675/mt, while paddy prices are approaching $ 400/mt. Cash prices on the ground are finally active, with premiums offered for rice with milling qualities 55+ and in the $15/cwt price range. Indications show that prices will hold, with further upside a true possibility.
The real story right now is the El Niño, but we want to make sure our readers know that means different things to different people. For example, CA has already declared a State of Emergency due to the coming El Niño because of wet weather. However, in India, the risk is that the El Niño brings exceptionally dry conditions. Below is a table that helps lay out how regions are impacted by the El Niño, and what that means for their respective rice crop. The moral of the story is two-fold: El Niño = DRY weather in Asia and WET weather in the Western Hemisphere, and the true supply shock won’t be realized until Feb-May of 2027. A few other key items to consider from previous El Niño cycles are that Indonesia imported 3MMT in 2023, while Thailand told producers to skip their second crop because of dry conditions. It is likely that we can expect something similar this year.
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In Asia, prices remain firm overall, though Thailand dropped from $480pmt to $470pmt. Vietnam held steady at $425pmt, and India at $380pmt. It would appear that the true pressures from the El Niño haven’t begun pressing prices yet, but it is bound to happen as we progress deeper into Q4.
The weekly USDA Export Sales Report shows net sales of 54,200 MT this week, up 49% from last week and 31% from the prior 4-week average. Exports of 79,200 MT were up 97% from the previous week and 81% from the prior 4-week average.
| | Supporting Rice Producers, and the Next Generation at The Texas Rice Festival | |
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The US Rice Producers Association is proud to join Texas Farm Bureau–Jefferson County, TexJoy, and Doguet’s Rice Mill in sponsoring the Rice Cooking Contest, supporting prizes, and celebrating the producers, families, traditions, and communities at the heart of the rice industry.
For USRPA, supporting our producers also means investing in the next generation, helping young people understand where their food comes from, appreciate the work of our rice farmers, and continue the traditions that have shaped our rice-growing communities for generations.
“Supporting events like the Rice Cooking Contest is about much more than sponsoring a community tradition. It is about supporting the families and producers who built our rice industry while creating opportunities for the next generation to understand where their food comes from and take pride in the role rice plays in their communities. If we want a strong future for U.S. rice, we have to invest in the people, traditions, and young generations who will carry this industry forward.” Iris Figueroa, President & CEO, USRPA.
📍 Dishes accepted: 9:00–9:30 a.m. Saturday
🏆 Results: Around Noon
📍 Community Building | Winnie-Stowell Park
💵 FREE to enter! Click here for more information.
| | U.S. Rice Promotion in Hong Kong Delivers Strong Retail Results | |
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The US Rice Producers Association (USRPA), in partnership with JFC Hong Kong Ltd., recently completed a 13-day in-store promotion at four UNY supermarkets as well as its online store in Hong Kong from August 20 to September 1, 2026. The campaign promoted the quality, taste, and versatility of U.S. rice while encouraging consumer trial and supporting long-term retail adoption.
The promotion featured Nishiki medium-grain and brown rice, Tamanishiki short-grain rice, and Hakubai sweet rice. Promoters conducted rice tastings, engaged shoppers, and distributed custom rice spoons with purchases. In-store posters, wobblers, logo boards, and hanging flags increased the visibility of U.S. rice at participating outlets.
Strong sales results highlighted the impact of the promotion. Average daily sales exceeded 100 bags per store, generating approximately $50,000 in total online and offline sales —nearly 40% higher than sales during non-promotional periods. All prepared rice samples were distributed, with consumers providing positive feedback on the products.
The campaign also generated significant media exposure. An online advertisement on the Sing Tao Headline (local media outlet) app generated approximately 1.1 million impressions, complemented by a half-page advertisement in the Sing Tao newspaper.
Due to the strong results from the retail launch, the importer is now partnering with USRPA to further showcase U.S. rice at a U.S. Embassy promotional event celebrating the 250th anniversary of the United States. This follow-on opportunity demonstrates the positive momentum generated by the retail promotion and provides an additional platform to increase awareness and visibility of U.S. rice among Hong Kong consumers and trade audiences.
| | This campaign marks USRPA’s first retail promotion for U.S. rice in Hong Kong and provides an important opportunity to expand the presence of U.S. rice in the local retail market. | | Rice Market & Technology Convention | | The Ray Stoesser Memorial Scholarship | | Applications are now open for the Ray Stoesser Memorial Scholarship. The $5,000 scholarship supports U.S. high school seniors, college students, and graduate students pursuing careers in agriculture. Applications are due December 4, 2026, at 11:59 p.m. CT. | | From the fields to the harvest and everything in between, we want to see what rice country looks like to you! Share your favorite rice country photos or videos and help us celebrate the people, places, and stories that make our industry special. | Picture from Rice Country | | |
Picture from the Texas A&M University Department of Soil and Crop Services Facebook post. Safety starts in the field. 🚜 This National Farm Safety and Health Week, we’re recognizing the farmers, ranchers, and agricultural workers who help keep our communities fed while highlighting the importance of safety and health on the farm. Let’s make safety a priority every day. 🌾
Send us your rice country photos by email, or via Facebook or Instagram!
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| Thank You Industry Members | |
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September 30 - October 3, 2026: Texas Rice Festival, Winnie, TX
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October 10 & 11, 2026: Katy Rice Harvest Festival, Katy, TX
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February 10, 2027: Arkansas State University Agribusiness Conference, Jonesboro, AR
More details in January
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February 18 & 19, 2027: 30th Annual Cotton & Rice Conference, Jonesboro, AR
More Information
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February 23 -26, 2027: 41st Rice Technical Working Group (RTWG) Meeting, Galveston, TX
More Information
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March 1 - 5, 2027: 9th International Temperate Rice Conference, Uruguay
More Information
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June 8 - 10, 2027: Rice Market & Technology Convention, Sheraton Puerto Rico Resort & Casino, San Juan, PR
More details to come
| | Industry Resources & Updates | | Connect Internationally with USRPA | | | |  | | | Mexico, Central America, and South America: | | |
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USRPA does not discriminate in its programs on the basis of race, color, national origin, gender identity, sexual orientation, religion, age, disability, political beliefs, or marital/family status. Persons who require alternative means for communication of information (such as Braille, large print, sign language interpreter or translation) should contact USRPA at 713-974-7423. |
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