TORONTO, CANADA — USA Rice exhibited at the 2024 SIAL Canada Trade Show here last week, marking a timely and essential presence in a shifting trade environment. The show provided an important platform for industry engagement, market insight, and face-to-face connection with Canadian partners at a time when U.S.–Canada trade relations are under increased strain.
Asiha Grigsby, senior director of international promotion for the Western Hemisphere, was stationed at the USA Rice booth where she was joined by representatives of USA Rice from Riviana to engage with potential clients and promote U.S.-grown rice. Throughout the event, Grigsby met with importers and connected with food service (HRI) professionals, some of whom collaborated with USA Rice in 2024.
Booth visitors – including importers, HRI professionals, and consumers – frequently raised concerns about the ongoing tariff situation and its effect on U.S.–Canada trade relations. USA Rice staff and contractors helped steer these conversations toward the U.S. rice industry’s unwavering commitment to supplying high-quality, nutritious rice, and emphasized the enduring importance of the Canadian market despite political tensions.
“The SIAL Canada show provided a critical venue to advocate for U.S. rice, engage directly with stakeholders, and counter misleading narratives amid challenging political dynamics,” said Grigsby. “Rebuilding trust and regaining market share will require a sustained, strategic effort, and events like SIAL Canada remain key to that mission.”
During market tours of Toronto grocery stores including No Frills, Metro, and St. Lawrence Market, an undeniable consumer hunger for Canadian-branded products, was on display. Across all locations, the tour revealed strong Canadian pride discussed in the
USA Rice Daily on April 24, 2025 was very apparent. This trend, visible far beyond the rice aisle, plays a substantial role in shaping consumer behavior and perception.
Canada does not grow rice and has historically looked to the United States as “the closest option to home grown.” Some Canadian rice brands prominently displayed “Prepared in Canada” labels, despite sourcing the rice from the U.S. and repackaging domestically -- highlighting a marketing approach that obscure the product’s true origin.
Canada is the number three market for milled rice exports from the U.S., and imported more than 207,000 MT of rice valued at $175.4 million in 2024.
Although U.S. rice has seen a modest decline in market share, USA Rice remains committed to long-term engagement in the market. Continued participation in SIAL Canada, supported by funding from the USDA Regional Agricultural Promotion Program (RAPP), will remain a priority in USA Rice’s broader strategy to advocate for American-grown rice.
“Despite the challenges, the energy and engagement at SIAL Canada were a reminder of the strong foundation that exists for U.S. rice in Canada. From reconnecting with partners to identifying new opportunities, the show underscored the value of persistence, collaboration, and showing up,” Grigsby said. “USA Rice looks forward to building on this momentum and continuing to support Canadian partners in bringing high-quality U.S. rice to the market.”