USA Rice is the global advocate for all segments of the U.S. rice industry, including farmers, millers, merchants, and allied businesses. Held to the highest growing, milling, and quality standards, U.S.-grown rice is sustainably produced by a network of family farms. USA Rice promotes U.S.-grown rice in Canada to both consumer and trade audiences, driving awareness of the benefits of U.S. rice and supporting activities that increase usage with Canadians, including foodservice professionals.