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
Making the case for U.S.-grown in Canada
Jan 28, 2026
TORONTO, CANADA – In 2025, USA Rice reinforced its commitment to building strong, long-term demand for U.S.-grown rice in Canada with a two-pronged partnership approach, first with leading Canadian trade media publications who represent trusted voices across Canada’s grocery and food processing sectors, and secondly, with professional chefs in real-world foodservice settings.
The trade publications involved in the media campaign were carefully selected to ensure USA Rice reached decision-makers within Canada’s supply chain, from grocery buyers and foodservice operators to processors, distributors, and manufacturers. Importantly, the 2025 media mix included both English and French-language outlets, allowing USA Rice to connect with trade audiences nationwide, including key markets in Quebec and Western Canada. All trade advertising linked back to the USA Rice Canada Trade webpage, serving as a central hub for trade audiences seeking information on U.S. rice varieties, quality standards, suppliers, and partnership opportunities.
“The media campaign used a diverse mix of formats, including e-newsletters, dedicated e-blasts, print advertisements, and website placements,” said Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere. “This always-on presence ensured that U.S. rice messaging reached trade audiences at multiple touchpoints and at moments when purchasing, menu planning, and product development decisions were being made. The program supported sustained awareness rather than short-term exposure.”
The foodservice partnerships, with five respected chefs across 12 restaurant locations, are especially valuable in Canada because restaurants strongly influence consumer food choices and trends. When chefs choose U.S. rice and highlight it on their menus, it builds trust and demonstrates versatility and quality.
“By working directly with chefs, USA Rice was able to influence menu development, highlight U.S.-grown rice in real-world foodservice settings, and demonstrate how U.S. rice performs in diverse cuisines and restaurant formats,” said Grigsby. “Our goal is to celebrate the multiculturalism of Canadian cuisine while demonstrating how U.S. rice supports chefs in creating memorable, innovative, and mouth-watering dishes.”
The 2025 program featured partnerships in Vancouver, Toronto, Oakville, and across the Greater Toronto Area, reaching diners across the country.