Just one thing you get when you "Hand Me A Cup Of Rice"
Sep 19, 2023
TORONTO, CANADA – Last week USA Rice staff traveled here for trade meetings and also to experience several ongoing promotions in-person, an ad campaign on display at metro train stations, bus shelters, and billboards throughout the city, and a new rice bowl on the menu at a fast casual restaurant called Flock.
At business meetings with the U.S. Department of Agriculture’s Foreign Agricultural Service and members of the trade, Farm Bill negotiations and the threat of a U.S. government shutdown were major topics of discussion.
A candid conversation with a Vancouver-based importer touched on the difficulty they’ve had sourcing U.S. origin rice over the past 12-18 months, and the consequential loss of market share to foreign origins despite their less favorable logistics.
“Promotional challenges caused by limited supply, increased competition from foreign origins, and increased prices have resulted in loss of market share in Canada,” said Asiha Grigsby, USA Rice director of international promotion for the Western Hemisphere. “However, I am optimistic that the larger yield of the 2023 rice crop will result in more availability in the market and our promotions are helping to stimulate demand.”
The new ad campaign USA Rice launched over the summer, "Hand me a cup of rice and I'll give you…," promotes rice as the ultimate versatile ingredient in various cuisines. The campaign highlights the endless ways a cup of rice delivers great taste and nutrition, and leverages voices of influencers and chefs sharing personal stories about the significance of rice in their lives as well as practical “how-to" cooking tips and information.
The new dish on the menu at Flock Rotisserie + Greens is called Baja Flock and features U.S.-grown, short grain, brown rice. Flock’s chef, Cory Vitello, and USA Rice joined forces to create this hearty meal full of leafy greens, colorful vegetables, and spicy sauces, with a callout on the menu to U.S. brown rice, the star ingredient.
“Our partnership with Chef Vitello and his Baja Flock is off to a vibrant start,” said Grigsby. “Who wouldn’t enjoy this nutritious and delicious feast for your senses. I know I did!”