TORONTO, CANADA – When it comes to food, social media influencers are the new narrators, weaving tales that connect cultures, flavors, and cooking experiences from around the world.
Recognizing the power and reach of influencers, USA Rice partnered with food lovers hailing from diverse backgrounds in Canada in a new campaign, "Hand me a cup of rice, and I'll give you...” to celebrate the various ways U.S. rice intertwines with Canadian lives. Each influencer demonstrated the emotions and culinary delights a simple cup of U.S.-grown rice provides when incorporated into their own cherished recipes.
Natalie Ho, a Toronto-based parenting and food influencer, infused her Chinese roots into a
Family-Friendly Mapo Tofu recipe through an engaging
Instagram Reel. Utilizing U.S.-grown white rice as the foundation, she shared not just a recipe, but her top tips for making fluffy rice in a rice cooker. Her relatable content focused on feeding her picky children healthy food amassed 295,927 impressions and 56,300 engagements.
Cookbook author Aimée Bourque, who advocates for sustainable food choices, featured her
Mediterranean Rice & Vegetable Salad with Creamy Feta Dressing as a dish that marries flavor with sustainability. By repurposing leftover U.S.-grown basmati and combining it with fresh vegetables and herbs, Aimée crafted a zero-waste salad proving delectable cuisine and environmental consciousness can coexist seamlessly with U.S.-grown rice. Her
Instagram Reel is a testament to that sentiment with 389,153 impressions and over 47,900 engagements.
Lastly, Sarah Mir, a mother and influencer, showcased the fusion of her Pakistani-Canadian heritage through her
Hakka Chili Garlic Fried Rice recipe, that garnered 135,161 impressions to date and more than 22,430 engagements. Mir offered up tips on cooking U.S.-grown jasmine and highlighted how a cup of rice can be used to make quick-fried rice for her kid’s lunchbox that blends different traditions and tastes.
“In every grain of U.S.-grown rice there’s a potential story, waiting to be told by home cooks and celebrated chefs alike," said Asiha Grigsby, USA Rice director of international promotion for the Western Hemisphere. “Our collaborations with influencers this year reinforces the ways U.S.-grown rice brings quality and sustainability to kitchens in homes and restaurants alike, reinforcing cultural bonds with Canada’s diverse communities.”