U.S. Rice: A trusted essential for Canadian shoppers

Rice is a staple for Canadian households, and U.S.-grown rice earns its premium placement on grocery shelves for good reasons. With consumers prioritizing taste, quality, price and health benefits when choosing rice, U.S. rice continues to meet the moment with consistent, high-performing attributes that matter to retailers and shoppers alike.

Quality that stands out: U.S.-grown rice offers a consistent high quality, in part because of the strong agricultural standards of U.S. farmers. Food safety is the top priority for U.S. rice producers, and with strong quality assurance and traceability rules, you can trust that U.S.-origin rice is a consistently high-quality product. It’s a dependable product that earns repeat purchases.

Sustainable farming that builds trust: Given that Canada doesn’t grow rice, U.S. rice is a practical, “local” choice. As Canada’s largest supplier of rice, the U.S. offers shorter transit times, lower transportation emissions, and a reliable, year-round supply. 

Canadian shoppers are increasingly looking for products that align with their values, and sustainability is front and centre. U.S. rice farmers are recognized for their leadership in conservation-focused agriculture, practicing techniques like water stewardship, crop rotation and habitat preservation. “As a farmer, I feel good about the labour that we put into rice production, because people are going to consume the crop that we grow,” says PJ Haynie, a fifth-generation farmer from Virginia who recently started growing rice in Arkansas and whose family owns Arkansas River Rice Mill, the only Black-owned rice mill in the U.S.

“Although I haven’t been in the rice industry as long as many others, I’ve already seen a big shift in how we do things,” says Haynie, explaining that new innovations in irrigation mean that rice can be grown in a similar fashion to corn or soybeans, reducing the amount of standing water required, which in turn reduces methane output. 

This reassurance is what helps drive shopper loyalty and gives retailers a compelling sustainability story to tell.

Versatility and nutrition for every household: Rice is an ingredient that fits virtually every lifestyle, diet, culture and menu, and U.S.-grown rice performs across the board. Its presence is deeply rooted in global cuisines and is especially relevant in Canada’s diverse culinary landscape, where rice is a staple across cultures. From biryani to bibimbap, paella to pilaf, rice brings people together at the table with its universal appeal and adaptability.

It’s also a smart nutritional choice: naturally gluten-free, easy to digest, and a complex carbohydrate that provides 15 essential vitamins and minerals, including B vitamins, iron and zinc. It’s a star player in energizing meals that fuel active lifestyles, and also a healthy-but-popular ingredient when cooking for kids or picky eaters.