Market Access & Promotion
Rice is one of the world’s most widely consumed grains and the primary dietary staple for more than half the world’s population. American rice farmers grow 9 million tons of rice each year, just more than half of which is exported to more than 120 countries.
The U.S. Department of Agriculture's Market Access Program (MAP), Foreign Market Development (FMD) Program, and Agricultural Trade Promotion Program (ATP) help the rice industry open foreign markets and promote our products abroad, with a proven track record of success in more than 30 overseas markets. Learn more about our international market promotions below.
International Promotions
Recent News
Sushi sampling at the USA Rice booth
Jun 11, 2025
MONCTON, NEW BRUNSWICK – USA Rice continued its promotion efforts in Canada by serving as a silver sponsor at the Culinary Federation’s Annual Conference, held here May 26–29. The event brought together more than 200 influential chefs and culinary leaders from across Canada to the Maritime city on the east coast, offering a valuable platform to showcase the quality and versatility of U.S.-grown rice.
At the heart of USA Rice’s participation at the conference was a sushi sampling made with U.S. Calrose medium grain, sourced from local favorite Ole Hibachi & Sushi, a top-rated Moncton restaurant known for using U.S.-grown rice in its regular menu. USA Rice’s Canadian representative staffed the booth and shared key messages about the affordability, availability, quality, and sustainability of U.S. rice.
The sushi sampling proved to be a major draw at the event’s Culinary Showcase on May 28, with more than 500 samples distributed and many attendees returning for seconds and thirds. Vegetarian and non-vegetarian options were available, and feedback was overwhelmingly positive.
“Canada doesn’t grow rice, so it’s important that we continue to show Canadian chefs why U.S.-grown rice is their best option,” said Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere. “Events like this allow us to connect directly with the culinary professionals who make purchasing decisions while reinforcing the value U.S. rice brings to their kitchens.”
Attendees at the conference represented a broad cross-section of the industry, including executive chefs, restaurant owners, culinary instructors, and student chefs. USA Rice marketing materials, including branded aprons, trade resource kits, and chopsticks, helped boost visibility at the event, and 11 new trade contacts signed up for the USA Rice Canada trade newsletter.
Many chefs at the event shared their long-standing preference for U.S. rice, citing its consistency and performance. While some asked about the potential impact of tariffs on pricing, most said they continue to rely on U.S. rice for its cost-effectiveness and superior quality compared to rice from other origins.
The event also helped build momentum for the 2025 foodservice promotion program in Canada, with several chefs expressing interest in future collaborations.