Farmers Rice Milling Company Launches Direct To Consumer Products
Farmers Rice Milling Co. Expands into Retail: A New Chapter in a Century-Long Legacy
For over 100 years, Farmers Rice Milling Co. has been a cornerstone in the American rice industry, known for our commitment to quality and deep-rooted partnerships with American farmers. As Louisiana’s largest agricultural related business, our mill processes over 700 million pounds of rice annually that is exported internationally, primarily to the Caribbean basin, Mexico, Africa, and the Middle East. USDA is our largest customer and has been for over 50 years, as ADM (Archer Daniels Midland) is consistently our second largest customer. However, this year marks a significant milestone as the company expands our offerings into the domestic retail market, bringing our premium rice products directly to American consumers.
The Motivation Behind the Retail Expansion
The decision to enter the retail space after over a century of focusing on bulk exports and private labeling is a testament to the company’s innovative spirit. Traditionally, Farmers Rice has specialized in long-grain white rice, serving global markets and maintaining strong relationships with international customers. However, with new leadership and a fresh perspective, the company began to explore the possibility of reaching new customers through retail.
“Our milling facility has always been geared towards bulk production for global export, but we realized there was an opportunity to introduce our premium rice to a new audience,” says Mark Suiter, CEO of Farmers Rice Milling Co. “By entering the retail market, we can bring the quality and expertise we’re known for to consumers who may not have been aware of our company or brand name before.”
The move into retail is part of Farmer’s long-term strategy to diversify our product offerings and explore new markets. The company plans to leverage our state-of-the-art facilities and deep industry knowledge to create a strong presence in the retail sector, offering 2, 5, and 10lb bags of rice that cater to a wide range of consumer needs.
Market Research and Product Offerings
While the company has primarily focused on wholesale, our decision to offer 2, 5, and 10lb bags of rice was data-driven. Market research indicated that these sizes are among the most popular for home use, making them ideal for families and individuals who want high-quality rice at home. The smaller bags, especially the 2lb size, are standard in grocery stores and align with consumer preferences for convenient, versatile meal options.
Farmers Rice’s entry into retail is not just a transition but an addition to our existing operational facilities. The company continues to offer our larger bulk sizes, ranging from 25 lb to super totes, for food service, private label, and export markets. However, the retail expansion represents a new way to reach consumers directly, offering homes the same premium quality rice that has been trusted world-wide by many for generations.
Overcoming Challenges in the Retail Market
The evolution from a focus on bulk exports and private labeling to retail has presented some challenges, particularly in terms of brand awareness. “One of our biggest challenges is introducing Farmer’s Rice as a brand on retail shelves,” comments Jelena Mitic, Head of Marketing. “We’ve been behind the scenes since the inception of Farmers Rice Milling Company, supplying rice to other brands and markets, that many consumers don’t know who we are domestically or even locally. But we’re confident in the quality of our product and believe that once people try it and get to know what is behind Farmer’s American Rice, they’ll appreciate the difference.”
To position Farmer’s Rice in the retail market, we will emphasize our commitment to supporting American agriculture and our meticulous processing methods. Unlike some competitors, Farmer’s Rice is proud to source and produce our rice in the United States, ensuring that consumers can trust the origin and quality of a USA made product.
The Brand and Packaging Strategy
The packaging for Farmer’s Rice’s retail products reflects the company’s values and commitment to quality. The bags feature a deep green color, which is symbolic of the company’s agricultural roots and connection to the land. “Green embodies agriculture, farming, and health, which are central to our brand,” says Mitic. “We wanted our packaging to stand out on the shelf while also conveying our dedication to eco-friendliness and sustainability.”
Looking Ahead: Distribution and Marketing
As Farmers Rice begins our journey into the retail space, the company is focusing on establishing strong relationships with local retailers in Louisiana first and the Gulf States. While specific retail partners are still being finalized, the company’s DTC goal is to start locally and gradually expand to other markets across the United States.
To support this expansion, Farmers Rice is investing in targeted marketing strategies, including social media campaigns, influencer partnerships, and community involvement. The company plans to engage directly with consumers through recipe sharing, cooking tips, and collaborations with renowned chefs from New Orleans, a city noted as one of the top food-centric markets in the nation. This approach not only helps build brand awareness but also connects the company with our customer base on a personal level.
In addition to retail, Farmers Rice is continuing to explore new product offerings and co-packaging opportunities with other food businesses. The company is poised for growth, with plans to introduce parboiled and organic rice in the near future, further expanding our product portfolio and capabilities.
A Bright Future Ahead
The expansion into retail marks a new chapter in Farmers Rice Milling Co.’s long and storied history. By bringing our premium rice products to grocery store shelves, the company is building on our legacy of quality and innovation while reaching new customers. With a strong commitment to sustainability, community, and American agriculture, Farmer’s Rice is well-positioned to continue our success in the retail market and beyond.
“Our goal is to offer the same high-quality rice that we’ve provided world-wide for generations, now directly to consumers,” adds Mark Suiter. “We’re excited about the future and look forward to seeing our Farmer’s Rice in homes across the country.”
To view Farmer’s Rice consumer site, go to farmersriceco.com. For more information about Farmers Rice Milling Co. and its products, visit frmco.com.