The USA Rice Federation has announced its 2008 Retailers of the Year for the display, merchandising and promotion of U.S.-grown rice in creative and profitable ways during September National Rice Month and throughout the year. The 2008 awards, honoring one chain and one independent retailer, went to Weis Markets in Sunbury, Pa., (155-store chain) and the independent Rechek's Food Pride in Beaver Dam, Wis.

Weis used in-store radio ads, newsletters, ad circulars and appearances on the local NBC and CBS affiliates in a segment about whole grain brown rice nutrition to promote rice sales. The combination of messaging contributed to the promotion's success and allowed Weis to more than triple its brown rice sales.

Rechek's Food Pride used the theme 'America's Going With The Grain.' A National Rice Month promoter since 2001, the store partnered with Budweiser (made with U.S.-grown rice) to design a product display with coupons encouraging customers to purchase rice products. Rechek's cross-promoted rice with other products, like meat and produce, and set end caps throughout the store. Employees handed out rice recipes and conducted rice cooking demonstrations for customers.

The USA Rice Federation makes marketing materials available to retailers, including premium items, POS materials, recipe brochures and photography, to help retailers maximize their promotions. Both retailers were also selected as USA Rice Store Promotion Contest Grand Prize Winners. For more information about National Rice Month Promotions, visit www.usarice.com/retail.