MEXICO CITY, MEXICO – As the FIFA World Cup has come to a spectacular close, it is only fitting to celebrate the historic run of the U.S. Men’s National Team and highlight the related activities that supported U.S. agriculture during the tournament.
With Mexico serving as one of the tournament's host countries, the US embassy in Mexico, among other countries with teams in the tournament, was invited by the Mexican government to participate in their official Aldea Global (Global Village) 2026. This multicultural festival was held June 9–20 in Mexico City's Chapultepec Park. The U.S. Pavilion proudly showcased U.S.-origin agricultural products, USA Rice was there to inhabit the spirit of the Mundial (World Cup) with US origin rice.
The event celebrated international culture, gastronomy, and tourism while providing an ideal platform to connect thousands of consumers with premium U.S. food products. Throughout the event, USA Rice welcomed visitors with live cooking demonstrations, interactive consumer activities, and educational experiences highlighting the quality, versatility, and consistency of U.S.-grown rice.
From June 9–11, renowned Mexican Chef Aquiles Chávez prepared Louisiana-style jambalaya using U.S. long grain alongside U.S. pork, poultry, and soy products in collaboration with the U.S. Meat Export Federation, USA Poultry & Egg Export Council (USAPEEC), and U.S. Soybean Export Council (USSEC). Four jambalayas were prepared each day, providing approximately 3,600 samples served during the three-day activation.
The demonstrations educated consumers about the many culinary applications of U.S. rice, while showcasing how American agricultural products complement one another in iconic U.S. cuisine.
To further engage visitors, USA Rice featured its interactive Bike Challenge, an immersive cycling game that transported participants through a virtual rice field while highlighting brands that use U.S. rice. Approximately 800 consumers participated in the activation, bringing a steady flow of visitors to the U.S. Pavilion and reinforcing awareness of American rice through a fun, memorable experience.
USA Rice returned to Aldea Global on June 19–20 with Chef Uriel Ramírez, who partnered with the Alaska Seafood Marketing Institute (ASMI) to prepare a variety of dishes featuring U.S. rice and Wild Alaska Seafood. Recipes included Creamy Rice with Salmon and Spinach, American-Style Fried Rice, Salmon Rice Poke Bowl, Coconut Rice with Salmon and Mango, and Brown Rice Salad.
Approximately 1,500 additional tastings were served during the final two days of the festival, giving consumers another opportunity to experience the quality and performance of U.S. rice, while highlighting its compatibility with sustainably harvested Wild Alaska Seafood.
"Major international events like the FIFA World Cup provide an exceptional opportunity to introduce consumers to U.S. rice in a memorable way," said USA Rice Senior Director of International Promotion for the Western Hemisphere Asiha Grigsby. "Working alongside our U.S. agricultural partners allowed us to showcase not only the versatility of U.S. rice but also the strength of American agriculture through engaging culinary experiences that resonated with thousands of visitors."
USA Rice reached thousands of consumers through participation in Aldea Global and was happy to support FAS Mexico’s broader efforts to promote American agricultural products during one of the world’s largest sporting events.
USA Rice served up around 5,100 tastings during the festival, helping strengthen awareness of U.S.-grown rice among Mexican consumers and international visitors alike.