TAIPEI – Costco Taiwan is now selling a new package of U.S. long grain as its Kirkland Signature house brand at all 14 warehouses nationwide.
“Taiwan has historically purchased medium grain from the U.S. but USA Rice started encouraging importers here to try U.S.-origin long grain back in 2020,” said Jim Guinn, USA Rice director of Asia promotion programs. “After that initial positive market reaction, U.S. long grain became a regular purchase by importers.”
In 2022, USA Rice developed consumer communications including press articles, social media influencer campaigns, in-store promotions, and educational events for professional chefs that promoted U.S. long grain to different consumption sectors.
“Our USA Rice team in Taiwan is currently in negotiations with Costco to schedule a retail promotion to spur demand for the newly introduced rice,” said Guinn.
The Taiwan market for U.S. rice is the most diverse in Asia, featuring imports of southern medium grain, long grain, long grain parboiled, long grain jasmine, short grain glutinous rice, and Calrose. Taiwan imports a four-year annual average of 59,000 MT of U.S. rice valued at more than $38 million.