USA Rice Federation


Canadian consumers have traditionally chosen potatoes or pasta over rice. Since 1998 the USA Rice Federation has engaged the services of FCC to provide ongoing promotion for the consumption of rice among Canadian consumers and support for the importers, rebaggers and distributors.

Strategies and Tactics

FCC has leveraged rice’s natural versatility, varieties and value to create multiple campaign strategies over the years to reach the trade and consumer media, health professionals, the commercial and non-commercial foodservice industry, importer/distributor trade and consumer audiences.


  • National media coverage secures audience impressions of over 8.5 million annually
  • Dietitians of Canada alliance resulted in a 200% increase in website traffic (
  • FCC’s IACP Award winning foodservice culinary curriculum
  • The creation and distribution of the USA Rice Foodservice Education Guide
  • Rice farm education tours
  • draws an average of 1,000 unique viewers every month
  • Since 2002 rice imports from the U.S. have increased from 162,000 tons to nearly 300,000 tons in 2013
USA Rice Federation

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