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    USA Rice Federation Names HEB 'Chain Retailer of the Year' for Third Time

    SAN ANTONIO -- Regional operator H.E. Butt Grocery Co. here has been named "Chain Retailer of the Year" by the USA Rice Federation, based in Arlington, Va. It's the third time the grocer has received the honor.

    SAN ANTONIO -- Regional operator H.E. Butt Grocery Co. here has been named "Chain Retailer of the Year" by the USA Rice Federation, based in Arlington, Va. It's the third time the grocer has received the honor.

    The award recognizes HEB's "outstanding" promotional efforts on behalf of the U.S. rice industry, USA Rice Federation said yesterday. USA Rice Federation domestic promotion committee chairman Charles Trahan presented the award at the Rice Millers Association (RMA) convention in Nassau, Bahamas.

    HEB, which has promoted the rice category every year during September National Rice Month since the promotion began 17 years ago, is the only three-time Retailer of the Year honoree. HEB had record rice sales during September 2006 for its promotions via newspaper flyer advertising, in-store displays, and rice product pricing specials, as well as its support of Texas agriculture by honoring local rice farmers on its Bay City, Texas store marquee, according to USA Rice Federation.

    USA Rice Federation is the national advocate for all segments of the rice industry.

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