The morning's event was a briefing with the importers. Currently, there are 25 licensed rice-importing companies in Japan. At the morning session we had 26 attendees representing 19 of those companies. This is a tribute to the relationships that our contractor Yumi Kojima has with the trade here in this market. It is also proof of the fact that interest in imported rice is keen, as it is very unusual in Japan for this group of fierce competitors to all be seen together at a public event, much less one sponsored by an organization like the USA Rice Federation.
At the event, Michael Rue gave an update of the 2012 crop intended plantings in California for both medium and short grain rice, as well as how acreages compare to the 2011 crop and the 10-year average. He also spoke about the cool, wet spring season in March and April, and what effects that weather pattern might have on the crop. Hearing details directly from a long time California rice farmer really seemed to make the information ring more true with the group of importers. I spoke about the overall situation of the California rice industry in the global marketplace, and Bill Farmer gave a brief history of the USA Rice Federation and its Asian Promotion Programs. The final speaker was Yumi, and she discussed in great detail this year's promotion program for U.S. rice in Japan. She discussed all of the planned activities and noted that while our core focus would continue to be on Calrose rice as an ingredient in deli and food service dishes, with the increased interest in California short grain we may choose to add some programs and/or activities specifically designed for that market as well.
After a quick and small lunch, we reconvened at the Ark Hills Cafe and Restaurant for the afternoon session called "The Charm of Calrose.” For the past few years we have focused on introducing Calrose rice to the Japanese market as an ingredient product for dishes like rice salad, rice soup, curry with rice, rice bowls, fried rice, jambalaya, etc. This has been very successful, and on the most recent SBS tender (the only way to get rice directly into the Japanese market), a record amount of Calrose was purchased by Japanese importers. So now it's time to focus our promotional efforts on a "demand-pull" strategy to continue to increase the usage and purchases of Calrose rice. The Charm of Calrose event brought together more than 100 foodservice and deli professionals representing literally thousands of outlets throughout this market. We were very excited with the huge turnout and the interest it represents in California rice. The intent here is to turn their interest in Calrose into actual demand, so that they will contact the importers and ask for more.
Following a welcome speech in fluent Japanese from Steve Shnitzler of the ATO's office, and brief introductions of the members of the delegation by me, the best part of the event got started. A Japanese chef who is famous here in Tokyo for preparing delicious dishes using unusual ingredients made a speech about his experiences with Calrose. He spoke very complimentary about its attributes, and even went as far as to say that Calrose is superior to Japanese domestic rice for many applications. He then introduced five dishes, which he had designed for all of the participants to taste test. They were cold green curry, spicy Mexican rice, red wine Calrose reduction, pork fried rice, and a chicken jambalaya. My favorites were the jambalaya and the fried rice.
After the presentations were over, there was an extensive question and answer session where participants asked about everything from the history of the Calrose variety to several questions about the different dishes presented. Most of the importers also attended the afternoon event, and after its conclusion we noticed many importers and end users engaged in discussion. From here, it is the job of Yumi's team to build on the momentum created from this event, and help foster the usage of Calrose in Japan by the interested parties. We all felt the event was excellent -- as were the rice dishes prepared!
Next I'm off to Kobe. Stay tuned, and you'll find out how the beef is there!
Chris Crutchfield
President and CEO -- American Commodity Company
Chris Crutchfield is very proud to represent the third generation of his family to be involved in the rice industry. Currently Chris is involved in all aspects of California rice from production all the way to the grocery store shelf.
Shortly after graduating from the University of Missouri in 1996, Chris moved back to California and joined with his father Paul Crutchfield in the formation of a rough rice pool for direct marketing to Turkey. Chris was responsible for the day-to-day management of the pool. That partnership developed into the formation of American Commodity Company (ACC) in 2000, and Chris assumed all direct management responsibilities for ACC.
Prior to establishing himself in the California rice industry, Chris worked in the press offices of Governor Pete Wilson as his Assistant Press Secretary. He also briefly taught secondary education in the California public school system.
After a quick and small lunch, we reconvened at the Ark Hills Cafe and Restaurant for the afternoon session called "The Charm of Calrose.” For the past few years we have focused on introducing Calrose rice to the Japanese market as an ingredient product for dishes like rice salad, rice soup, curry with rice, rice bowls, fried rice, jambalaya, etc. This has been very successful, and on the most recent SBS tender (the only way to get rice directly into the Japanese market), a record amount of Calrose was purchased by Japanese importers. So now it's time to focus our promotional efforts on a "demand-pull" strategy to continue to increase the usage and purchases of Calrose rice. The Charm of Calrose event brought together more than 100 foodservice and deli professionals representing literally thousands of outlets throughout this market. We were very excited with the huge turnout and the interest it represents in California rice. The intent here is to turn their interest in Calrose into actual demand, so that they will contact the importers and ask for more.
Following a welcome speech in fluent Japanese from Steve Shnitzler of the ATO's office, and brief introductions of the members of the delegation by me, the best part of the event got started. A Japanese chef who is famous here in Tokyo for preparing delicious dishes using unusual ingredients made a speech about his experiences with Calrose. He spoke very complimentary about its attributes, and even went as far as to say that Calrose is superior to Japanese domestic rice for many applications. He then introduced five dishes, which he had designed for all of the participants to taste test. They were cold green curry, spicy Mexican rice, red wine Calrose reduction, pork fried rice, and a chicken jambalaya. My favorites were the jambalaya and the fried rice.
After the presentations were over, there was an extensive question and answer session where participants asked about everything from the history of the Calrose variety to several questions about the different dishes presented. Most of the importers also attended the afternoon event, and after its conclusion we noticed many importers and end users engaged in discussion. From here, it is the job of Yumi's team to build on the momentum created from this event, and help foster the usage of Calrose in Japan by the interested parties. We all felt the event was excellent -- as were the rice dishes prepared!
Next I'm off to Kobe. Stay tuned, and you'll find out how the beef is there!
Chris CrutchfieldPresident and CEO -- American Commodity Company
Chris Crutchfield is very proud to represent the third generation of his family to be involved in the rice industry. Currently Chris is involved in all aspects of California rice from production all the way to the grocery store shelf.
Shortly after graduating from the University of Missouri in 1996, Chris moved back to California and joined with his father Paul Crutchfield in the formation of a rough rice pool for direct marketing to Turkey. Chris was responsible for the day-to-day management of the pool. That partnership developed into the formation of American Commodity Company (ACC) in 2000, and Chris assumed all direct management responsibilities for ACC.
Prior to establishing himself in the California rice industry, Chris worked in the press offices of Governor Pete Wilson as his Assistant Press Secretary. He also briefly taught secondary education in the California public school system.
No comments:
Post a Comment