TORONTO, CANADA — USA Rice Senior Director for the Western Hemisphere Asiha Grigsby was here last week to embark on a series of strategic trade and promotional activities designed to reinforce relationships and show continued appreciation for the Canadian market and its rice consumers.
The visit began with dinner at Piano Piano, a USA Rice foodservice partner known for its playful Italian comfort fare. Among the menu highlights was the “Cacio e Pepe,” featuring U.S. Arborio rice risotto enriched with brown butter, pecorino, and tri-peppercorn, a creation by Chef Victor Barry that left diners craving more.
Grigsby also visited Loblaws and Sobeys, two Canadian grocery store chains, to assess rice availability and market dynamics. The rice aisles displayed a wide range of U.S. and non-U.S. origins, and private label brands, alongside many California short and medium grain options. Canadian-made and Canadian-prepared products maintained strong visibility, with packaging proudly featuring the iconic maple leaf to signify local identity.
In virtual meetings with Canadian importers, Grigsby heard firsthand about challenges faced since early 2025 related to tariffs and lagging sales of U.S. origin rice due in part to shifting consumer perceptions. Some importers reported losing customers and diversifying their operations to mitigate business losses.
The highlight of the trip was a collaborative dinner event with Chatelaine, a magazine in publication here since 1928, themed around a potluck — a nod to the warmth and togetherness of friends and family sharing comforting, home-cooked meals. Grigsby welcomed guests, including chefs, influencers, media representatives, and trade professionals, and shared insights about the quality, versatility, and reliability of U.S.-grown rice. Each dish served told a story, and the evening proved to be a smashing success, leaving guests inspired to incorporate U.S. rice into their culinary creations.
The visit concluded at the Grocery Innovations Canada Trade Show, where Grigsby connected with potential partners and explored new avenues for collaboration.
“Canada is one of our most valued and loyal markets,” Grigsby said. “Maintaining strong, face-to-face connections with our partners and end users is essential to understanding their needs and continuing to grow the presence of U.S. rice across the country. These ongoing engagements serve as a reminder that collaboration, communication, and culinary creativity are key ingredients in strengthening market relationships and celebrating the shared love of rice across borders.”
In late August, Canadian Prime Minister Mark Carney announced (see USA Rice Daily, August 22, 2025) that Canada would eliminate its 25 percent retaliatory tariff on U.S. imported goods, including rice, a move that helped to significantly restore U.S. competitiveness in the market.