USA Rice, the global advocate for the U.S rice industry, will be joined by campaign ambassador and chef, Jeremy Pang, at the International Food & Drink Event (IFE) 2026, taking place from 30th March – 1st April 2026 at the ExCeL, London. USA Rice will be exhibiting within the U.S Pavilion at stand N1410d, where it will showcase the quality and versatility of U.S rice to buyers, distributors and foodservice professionals attending the show.
On Monday 30th March, USA Rice will welcome campaign ambassador Jeremy Pang to the stand. The British-Chinese chef and restaurateur has a social media following of more than 560,000 and has been a regular guest on Channel 4’s Sunday Brunch as well as appearances on BBC One, ITV and Radio 4. Pang has been teaching his style of modern Chinese cooking, passed down from three generations of Chinese chefs and has been teaching at the School of Wok which he founded in 2009.
Pang will host a live recipe demonstration on stand between 12-12.30pm, where he will prepare a vegan-friendly Chinese-inspired Rainbow Herb Fried Rice using U.S rice. Following the session, he will take part in the co-located Hotel, Restaurant and Catering Show (HRC), to run aisle sampling from 12:30–1:30pm, giving visitors the chance to try his Chinese-inspired Rainbow Herb Fried Rice.
USA Rice is also the official sponsor of the HRC event app in 2026, which helps attendees and exhibitors connect through personalised recommendations and networking opportunities, further supporting USA Rice’s presence across the co-located events.
Eszter Somogyi, USA Rice Director for Europe, Middle East and Africa, said: “We’re really looking forward to being at IFE and meeting buyers, distributors and foodservice professionals from across the UK and beyond. It’s a great opportunity for us to showcase the quality and variety of U.S-grown rice available in the UK including long, medium and short grain rice as well as specialty varieties like wild rice, while building new relationships and sharing ideas on how it can be used across a wide range of cuisines.”
USA Rice represents rice farmers, millers, merchants and allied businesses, working to support the growth and success of the U.S rice industry worldwide. The U.S exported 20,800 metric tonnes of rice to the UK in 2025, an increase of 14% on the previous year[1], highlighting the significant growth potential for U.S producers within the UK. IFE visitors will have the opportunity to learn more about the range of U.S rice varieties available, discuss sourcing opportunities and enjoy samples that demonstrate the high quality and versatility of U.S-grown rice.
