Project

Advancing Markets for Producers (AMP)

Funder: U.S. Department of Agriculture

Partner: Riceland Foods

Project Timeline: June 29, 2023 - June 30, 2028

Program Areas: Agriculture, Resilience & Water and U.S. Programs

Contact: Megan Wall, Megan.Wall@winrock.org

The Advancing Markets for Producers project, funded by the U.S. Department of Agriculture and implemented by Winrock International, is a U.S.-based initiative that seeks to strengthen the competitiveness profitability of American rice farmers by piloting a premium program and delivering small farmer grants geared towards conservation farm management. Implemented in partnership with Riceland Foods, a farmer-owned cooperative based in Stuttgart, Arkansas, AMP delivers practical, market-driven solutions that reward producers for conservation-oriented farming practices while supporting resilient rural economies.

Through this amended USDA project, AMP prioritizes direct producer support and voluntary, incentive-based approaches that help ensure U.S. agriculture remains productive, innovative and globally competitive. The project promotes adoption of conservation agriculture and strengthens markets for sustainably produced rice to support long-term economic sustainability across the U.S. rice belt. By investing in producer knowledge-building, financial decision making and market access, AMP helps farmers in Arkansas and Missouri to increase profitability while maintaining stewardship of working lands.

 AMP’s goals focus on advancing a set of integrated objectives designed to improve market access, efficiency and resilience for U.S. producers. They include:  

Establishing a farmer-first premium market model in partnership with Riceland Foods that rewards conservation-minded producers through market-based incentives.

Expanding access to high-value markets for U.S.-grown rice through targeted marketing strategies and promotion.

Improving on-farm conservation efficiency and profitability by providing grants and technical support for financial optimization, technology utilization, crop planning and equipment.

Supporting informed adoption of conservation practices through education and planning services that lower input costs and position farms to meet evolving market expectations.