JUNE 2022


USA Rice marketing activities have continued with strong success in Canada in 2022, and the U.S. now holds 49% market share overall. This represents a 9% increase in market share by value and a 6% increase in market share by volume of U.S. rice imports to Canada year-over-year.

Imports of U.S. rice to Canada, in total, have increased 38% in volume and 15% in value compared to 2021. Now more than ever, consumers care about where their food comes from, and the fact that U.S. is as local as it gets for Canadians is an important value proposition. The U.S. is consistently the number one supplier of rice to Canada, leading the import market compared to other countries with its consistent, high-quality range of rice varieties.


USA Rice x VH Partnership USA Rice partnered with VH Sauces from Conagra Brands, a packaged food company in North America, to drive product purchase and recognition of the THINK RICE logo in early 2022. As part of the in-store and digital promotion with VH Sauces for Lunar New Year, a national digital campaign with an online shopper platform and app, Reebee, was secured. The campaign ran online from January 19th to February 1st, 2022, and saw a total of 3.6 million impressions and over 120,000 engagements. Consumers spent the time to visit and digest the contents of the campaign with an impressive average of 14.13 seconds of time spent on page.

The in-store element of the joint promotion included the distribution of 50,000 cohesive recipe booklets in English and French (with the THINK RICE logo and website featured prominently) to large national grocery chains like Metro, Loblaw, Sobeys, and others. The booklet included five recipes using three types of U.S. rice, as well as VH Sauces, as inspiration for meals during Lunar New Year celebrations.

During the time of the campaign, we saw:
  • 139% increase in users to compared to the previous two weeks
  • 130% increase in sessions to the site
  • 179% increase in page views 
  • 8% increase in time on site

The Canadian Trade Resource Kit

USA Rice’s brand-new resource kit for Canada will be an important educational tool to inform Canadian importers, distributors, and buyers about this superior grain and highlight the cost-efficiencies of U.S. rice. We endeavor to initiate conversations, build knowledge with partners like yourself, and develop new joint promotional activities. The trade resource kit will be available both digitally and in print in June.


Click here to get in touch!

New News!

Soaring P(rice)s in Canada

Supply chain issues continue to disrupt the food industry, with Canada's inflation rate at a 31-year high and prices at the grocery store skyrocketing across multiple categories1. With the cost of food swiftly rising, consumers are looking to stock their shopping carts with affordable and convenient products, and close to 70% of Canadians surveyed in 2021 say they’ve changed their shopping behaviour for groceries or household essentials due to price increases2. Keeping this in mind, USA Rice Canada continues to promote the affordability and convenience of U.S. origin rice across several activities.

USA Rice Canada is partnering with high-reaching influencers on Instagram, Pinterest and Facebook, and a strategic digital advertising campaign will also promote U.S. rice’s affordability and encourage traffic to the Canadian website, which is being revamped this spring.

Featured recipe

Parmesan Rice Croutons

Check out this perfect on-the-go recipe, just in time for those summer long weekends! Add some nutrient-rich grains to your snacks with U.S.-grown rice.

Check out this Recipe!
  1. Statistics Canada, Consumer Price Index, February 2022
  2. “Inflation Insights” report conducted by Numerator to gauge Canadians’ consumers about inflation


We value your input and would love to explore ways that USA Rice can support your marketing initiatives. USA Rice is an equal opportunity provider and employer.


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