CALGARY, ALBERTA, CANADA – The crops grown by American farmers feed the world – including those afflicted by Celiac disease, an autoimmune disease in which gluten consumption results in damage to the intestines and can cause serious complications. The only treatment is to follow a gluten-free diet. Last month in honor of Celiac Awareness Month, USA Rice in Canada highlighted one of the most important gluten-free grains for people with celiac disease: Rice.
The #CeliacAwarenessMonth campaign, which ran across all of USA Rice’s Canada platforms, including social, digital, and online channels, helped educate and inform consumers about the attributes of rice. The campaign shared rice facts, highlighted gluten-free & allergen-friendly recipes (as May is also Allergen Awareness Month) and featured influencer-curated gluten-free dishes highlighting U.S.-grown rice as the star ingredient.
USA Rice kicked off Celiac Awareness Month on May 1st with a giveaway on Instagram and Facebook promoting pantry essentials for a gluten-free kitchen, which garnered hundreds of Canadians’ participation. Several posts across USA Rice’s Canadian Instagram, Facebook, and Pinterest channels have also featured gluten-free and allergen- friendly recipes, inspired by various cuisines and occasions. Most recently, USA Rice teamed up with @basicswithbails and @wheatfreemom, two recipe creators who focus on gluten-free food content, to create delicious recipes including a plant-based Sweet Chili Tofu & Coconut Rice dish and a gluten-free Crab Arancini Rice Balls recipe.
“We are focused on educating people about the many delicious, simple, and elevated recipes available for those who avoid gluten for health reasons,” said Asiha Grigsby, USA Rice director of international promotion. “USA Rice is committed to educating consumers about the versatility and nutritional aspects of U.S.-grown rice all year long. Being unable to eat gluten doesn’t mean things have to get complicated in the kitchen – rice just makes it easier!”