What’s New on the Menu in Canada

TORONTO, CANADA – Despite a long list of setbacks and challenges in 2020 and 2021, the Canadian foodservice industry remained resilient, and many eating establishments re-opened in 2022 as the majority of Canadians felt comfortable heading back to full-service restaurants.  

“Lessons learned from the pandemic made foodservice operators more innovative than ever, and USA Rice capitalized on that need for something ‘new’ by partnering with a handful of independent chefs who developed six promotional dishes made with U.S. rice,” said Asiha Grigsby, USA Rice director of international promotion.  “The newly created rice-inspired menu items focused on international and on-trend flavors that speak to Canada’s multiculturalism and highlight U.S.-grown rice varieties available in Canada.”

The first partnership was with award-winning Chef Adam Soliman who created “Seafood & U.S. Rice Tajine,” an Egyptian-style stew made with U.S. short grain and seafood intermingled with globally-inspired flavors and aromatic spices.  Last year, Chef Soliman switched to sourcing U.S. rice exclusively for all menu items at both his restaurant and catering business.

Next, USA Rice conducted a six-week menu promotion at two Mexican quick-serve restaurants Colibri and Tecolote centered around two new dishes, Beef Alambrae Rice Bowl and Chicken Tinga Rice Bowl.  During the promotion, staff at the restaurants wore Think Rice branded hats and aprons, and handed out recipe cards with instructions for those customers wanting to make the dishes at home.

Another new menu item, this one created by Celebrity Chef David Adjey, was a dish featuring swordfish and Saffron Provencale made with U.S.-grown long grain.  Adjey promoted U.S. rice on his personal and restaurant social channels, and continues to use U.S. rice in other seafood-inspired dishes served at his restaurant, Bouffe by Adjey.

The final foodservice partnership was with Chef Paul Boehmer, owner of Boehmer, a high-end restaurant located in Toronto's trendy Ossington neighborhood.  His Pan Roasted Sable Fish on Crispy Sushi Rice cake, made with U.S.-grown short grain, was promoted on both his personal and restaurant channels.  

“Additional exposure through marketing collateral like the Think Rice logo stickers placed on to-go packaging, in-store signage, and recipe cards drove awareness, demand, and purchase of U.S. rice during this promotion,” Grigsby said.