The Challenge

Position Amira Basmati rice and gain initial retail distribution in a well entrenched, highly competitive US market.

The Strategy

Gain mainstream retail distribution with Amira gold and natural channel distribution with Amira organic. Support the brand through robust trade marketing.

The Execution

Green Seed provided consultancy on product, pricing, retail targets, and negotiated distribution agreements while also providing marketing expertise and sales management support which was ultimately instrumental to Amira’s successful retail introduction into the US market.

The Result

First year US retail penetration exceeding 3,000 stores nationwide.