TORONTO, CANADA – Last week, USA Rice Senior Director of Promotion in the Western Hemisphere Asiha Grigsby joined USA Rice contractors on a trade servicing trip here. The visit included a packed schedule of trade meetings, site visits, and industry events, all designed to promote U.S.-grown rice in one of North America’s key markets.
As Grigsby attests, “no trade visit is complete without sampling local foodservice collaborations,” and the group made the most of the opportunity. The first stop was at Flock restaurant for a special lunch featuring the newly launched Santorini Bowl, created by renowned Toronto-based Chef Cory Vitiello. A longtime USA Rice partner, Vitiello has been serving up delicious dishes using U.S.-origin rice at his fast-casual restaurants for the past two years. Later, dinner was hosted at Patios restaurant, where Executive Chef Craig Wong showcased his Caribbean-Asian fusion menu, offering another example of how U.S. rice can shine in diverse cuisines.
The tour continued with a visit to No Frills, a popular value-based grocer known for low prices and essential products. As more consumers turn toward affordability, No Frills has become a key retail destination for promoting U.S. rice to price-conscious shoppers.
Between site visits, the team also met with trade partners to explore future promotions and held strategic internal discussions to plan initiatives for 2025.
The trip culminated in an exclusive industry evening event at Trinity Market, hosted in collaboration with Chef Matt Dean Pettit, the market’s owner and executive chef. Influential guests from the foodservice industry—including chefs, food journalists, photographers, and agricultural specialists—were treated to a three-course tasting menu featuring U.S.-grown rice.
“The night was a major success, further solidifying U.S. rice’s role as a premium ingredient that truly elevates any dish,” Grigsby said. “We were thrilled to take part in Canada’s thriving culinary landscape and to build new partnerships as more people here discover the endless possibilities of U.S.-grown rice.”