Market Overview
Canada continues to be a top five export market, bringing in nearly $200 million of U.S. rice each year. The U.S. and Canada share the world’s longest international border with 90 percent of Canada’s population residing within 100 miles of the U.S. border. Canada does not produce rice yet their annual per capita consumption is 23 lbs, slightly less than the U.S. The majority of rice that is consumed in Canada is grown in the U.S. Essentially, U.S.-grown rice is as local as it gets for Canadians. Canada grows wild rice, which is actually not rice but an aquatic grass.
USA Rice Activities
USA Rice has actively conducted promotional activities in Canada for over two decades. The food service industry/culinary sector, as well as consumers, are our primary target groups. Activities include: introducing U.S. rice to Air Canada flights, menu development for ready-to-heat meals at grocery stores and convenience stores, media campaigns, culinary education training with chefs and future chefs and social media engagement.