India's Agricultural and Processed Foods Export Development Authority (Apeda) is launching a new market promotion initiative to promote exports of basmati rice to the US. Anil Swarup, chairman of Apeda, explained that the latest programme will include the launch of a "Quality Produce of India" logo to establish a distinct image for Indian basmati rice. The campaign will also include free sampling at leading supermarkets and grocers for consumers, and a special activity to allow potential importers to meet with exporters.