Over Spring and Summer 2026, USA Rice partnered with six Canadian cooking and fitness creators to showcase U.S.-grown rice as a versatile, nutritious, and affordable pantry staple. To date, the campaign has generated more than one million impressions, demonstrating the power of influencer partnerships to reach Canadian consumers.
"Canadians are increasingly looking to trusted creators for meal inspiration and practical cooking ideas," said USA Rice Director of International Promotion Asiha Grigsby. "By partnering with creators who reflect the diversity of Canadian kitchens, we're able to showcase just how versatile U.S.-grown rice is and inspire consumers with new, approachable ways to enjoy it every day."
The campaign featured a variety of culinary styles and interests. Chef Erica (@chefericak) developed a vibrant Spring Minestra with Brown Rice, emphasizing how brown rice adds texture, flavor, and nutrition to seasonal dishes. Zahra (@threecupsofchai) created a Spicy Tuna Yaki Onigiri recipe timed with Japan's FIFA World Cup match. Ayesha (@foodaholic_ayesha) highlighted rice's versatility beyond savory meals with a Mango Rice Pudding, while Valerie (@mydigitalkitchen) celebrated Persian-inspired cuisine through her Tahdig with Herb Turkey recipe.
Fitness creator Sim (@strongbysim) demonstrated the role of U.S.-grown rice as a nourishing foundation for balanced, protein-rich meals with a Post-Workout Mexican-Inspired Chicken Bowl.
To engage French-speaking audiences, USA Rice partnered with Chef Max (@max_laffame), who developed a Poutine Arancini recipe that fused beloved Italian and Canadian comfort foods. The recipe encouraged audiences to incorporate leftover rice in unexpected ways.
All creator content received four weeks of paid social boosting to maximize visibility beyond each influencer's organic audience. In addition, every recipe was published on the USA Rice Canada website, creating valuable assets that will continue to drive engagement beyond the campaign timeframe.