GUADALAJARA, MEXICO — USA Rice participated in Expo ANTAD 2026, one of the leading trade shows for the retail, hospitality, and foodservice sectors in Mexico and throughout Latin America, here in mid-May. The event drew an estimated 52,000 attendees, including distributors, buyers, retailers, foodservice operators, and international brands from across the region.
As part of the USA Pavilion, USA Rice hosted a large exhibit featuring live culinary demonstrations and tastings designed to showcase the versatility, quality, and value of U.S. rice. USA Rice Ambassadors Chef Aquiles Chávez and pastry Chefs Macarela Laris and Elena López prepared a variety of innovative rice-based dishes for taste testing.
Featured menu items included traditional rice horchata, surimi poke bowls, and rice pudding macarons inspired by the classic French dessert. The diverse menu highlighted how U.S. rice can be incorporated into both savory and sweet applications, generating strong interest among visitors throughout the three-day event.
"The response from attendees was extremely positive and reinforced the growing interest in innovative rice applications across Mexico's retail and foodservice sectors," said Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere. "Expo ANTAD continues to provide an excellent platform to connect with buyers, strengthen relationships with industry partners, and demonstrate the quality and versatility that make U.S. rice a valuable ingredient for consumers and businesses alike."
Several collaborating brands participated in the exhibit, including SOS, Schettino, Campo Dorado, El Mexicano, Hanami, La Cazerola, and Vereda, creating additional opportunities to showcase rice products and engage with prospective customers. The event facilitated numerous networking meetings and business discussions for participating companies.
“Once again, Expo ANTAD 2026 proved to be a valuable venue for strengthening industry connections, promoting product innovation, and reinforcing the presence of U.S. rice in the Mexican and broader Latin American marketplace,” said Grigsby.