Foreign Traders Delighted: Canada Loves Thai Jasmine Rice for Its Soft, Aromatic Character
Thai jasmine rice attracted strong buyer interest at Canada's largest food trade show in April, with international visitors praising its soft texture and aroma as Canada becomes a key market for premium Thai rice varieties.
The Department of Foreign Trade revealed that Thai rice garnered strong interest at SIAL Canada 2026, Canada's largest international food and beverage trade show held April 29 - May 1. The event attracted over 850 exhibitors from 55 countries and 23,000 visitors from 78 countries, including importers, wholesalers, retailers, distributors, and restaurant operators.
Department Director General Arada Fuengtong explained that the trade delegation elevated Thailand's rice presentation under the concept "Think Rice Think Thailand," focusing on showcasing the distinctive qualities of Thai rice in terms of quality and standards while connecting Thai rice to the country's renowned food culture. The presentation highlighted how Thai rice serves as the foundation of Thai cuisine and can be adapted to international dishes.
The booth displayed diverse Thai rice varieties alongside popular Thai menu images, emphasizing "Thai Rice: The Heart of Thai Cuisine" while promoting Thai jasmine rice certification marks to build consumer confidence in quality and standards. Special attention was given to health-conscious options including brown rice and riceberry, which attracted over 1,000 visitors from multiple countries including Canada, the United States, Germany, France, China, South Korea, South Africa, and Ghana.
Visitors praised Thai rice, particularly Thai jasmine rice, for its excellent taste, soft texture, and aroma. They noted that Thai rice is readily available in Canadian supermarkets and Asian specialty shops. There was significant interest in health-oriented rice varieties like brown rice and riceberry due to their high nutritional value.
Arada noted that Canada is a major import market for Thai rice, especially premium varieties like jasmine rice. In 2025, Thailand ranked third in jasmine rice exports to Canada. Rice consumption in Canada is expanding due to growing Asian-Canadian populations and the popularity of Thai restaurants. Tourism also plays a key role, as travelers who experience Thai food during visits to Thailand increasingly purchase Thai rice domestically.
Canada represents a high-potential market with strong purchasing power and growing health consciousness among consumers. Thailand's diverse rice offerings—from premium jasmine rice to health-focused varieties—position Thai rice for continued growth in the Canadian market.
