TORONTO, CANADA – USA Rice kicked off its 2026 trade media partnerships with two of Canada’s leading trade media publications: Canadian Grocer and Food in Canada. These campaigns, which went live in March and April of this year, serve to reinforce USA Rice’s commitment to building strong, long-term demand for U.S.-grown rice in Canada, while strengthening its reputation among grocery, foodservice, and food processing sectors.
Canadian Grocer and
Food in Canada are two of Canada’s leading business-to-business (B2B) trade publications, both tailored to professional audiences across the country’s food industry, reaching more than 154,000 readers across their website, social platforms, and newsletter. These partnerships were carefully selected to ensure USA Rice reached key decision-makers throughout Canada’s supply chain.
The campaigns leveraged a mix of digital media formats, including e-newsletter placements, website display ads, and dedicated sponsored articles. Each component highlighted the quality, consistency, and versatility of U.S.-grown rice, positioning it as a reliable ingredient for both product development and retail applications. Beyond building awareness, this campaign was designed to drive traffic to the website, encouraging readers to access trade resources, and connect with U.S. rice distributors.
“Trade media partnerships are especially important in international markets like Canada, where buyers rely heavily on trusted industry publications to stay informed,” said Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere. “By working with these trusted publications, we’re not only increasing awareness of U.S.-grown rice, but also providing meaningful, educational content that supports informed decision-making across the food and manufacturing sectors in Canada.”