A survey by Maru/Blue for USA Rice reveals that versatility, affordability, and health benefits are the main reasons Canadians consume rice, particularly among 18-34-year-olds who also value its cultural relevance and low allergen content. Despite only 33% of Canadians being aware of U.S.-grown aromatic rice varieties, jasmine and basmati are the most recognized. Factors such as taste, quality, price, health, origin, and sustainability influence their purchasing decisions. This data will guide USA Rice's marketing strategy in Canada.