As Warmer Weather Invades Canada, So Too Do New Rice Recipes

Jun 14, 2017
Mighty indeed, eh?
IP-As Warmer Weather Invades Canada, So Too Do New Rice Recipes-170614
TORONTO, CANADA - Change of season, change of routine.  Warmer weather is a game changer for Canadians from coast-to-coast.  They embrace virtually every outdoor activity imaginable, move their cooking outdoors, and shift to eating lighter fare while mild temperatures last.

“Eating smart is the best way to fuel your body for lots of activity this summer,” is the message USA Rice Canada recently shared with the national food editor at Sun Media, a huge and influential media company that owns English and French language newspapers and news websites throughout the country.

These messages were then featured in nationally syndicated 
food columns and online portals, including newly developed recipes such as “Supergreens, shrimp and rice salad” and “miso collard wraps” that showed Canadians how to eat smart with rice, the mighty grain.  To date, 21 articles have appeared, reaching an audience of 4.55 million, with an editorial value of $199,802.

“We have different strategies in our export markets depending on whether it’s a mature or developing market,” said Brian King, USA Rice’s Chairman.  “As our fourth largest export market which consistently brings in more than 200,000 MT of U.S. rice each year, Canada is definitely a mature market, so our activities focus on maintaining our dominant market share.  Our promotional activities consist of a strong social and traditional media presence as well as becoming involved with Canada’s foodservice sector.”

Canadian rice consumption is slightly behind the U.S.’s at 23 pounds per capita annually.