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Uncle Ben's conducts Food Truck Challenge
Food company Mars Canada has begun a promotion called the "Food Truck Challenge" in support of a new product line called Uncle Ben's Rice & Grains. The initiative will involve events in Toronto, Montreal and Vancouver at which three local food trucks will compete to create a recipe using the product. Consumers at each event will be invited to sample the results and vote for a favourite. The winning recipe will be served by an Uncle Ben's branded food truck that will take part in a national promotional tour this summer.
"Uncle Ben's Rice & Grains tastes great and is convenient, just like food from food trucks," said Kyle Lyons, segment director for the Uncle Ben's brand. "We knew we could get creative with introducing a product as unique as Rice & Grains to Canadians. The events happening in three of Canada's biggest cities, with some of the best food trucks in the country, really help bring that to the table. The impressive recipes from the food trucks are the perfect example of how approachable cooking becomes when you have an easy to prepare but also delicious product like Rice & Grains."