Overcoming Challenges as a New B.C. Business

Summary
Plumm Good, a B.C. rice cake maker, grew to 1,500 stores with HACCP certification, adapted to U.S. tariffs, and now focuses on Canadian growth while planning future U.S. re-entry.

• Plumm Good makes fresh, gluten-free rice cakes in B.C. and sells across Canada.
• The company upgraded machines, grew to 1,500 stores, and earned HACCP certification.
• U.S. tariffs disrupted exports, but Plumm Good adapted and remains focused on domestic growth.
• With stronger operations and support from Trade and Invest BC, Plumm Good plans to re-enter the U.S. market when conditions improve.

Van Rice Products Ltd — Plumm Good rice cakes, is a Delta, B.C. company specializing in healthy alternatives to bread, particularly suited for gluten-free diets. Since 1985, it has been producing fresh tasting, locally made rice cakes with no added sugar, oil, or artificial flavouring, distributing across B.C. and Western Canada. As one of the few local producers of rice cakes in Canada, Plumm Good’s advantage lies in freshness: rice cakes taste best within three months of production, while imported products often sit much longer before reaching shelves.

The company is currently led by Amy Rogerson, who upon acquiring the company in 2019, quickly realized that the machinery needed a complete upgrade. Over the next two years, the company replaced its rice cake and packaging machines and began automating production. With improved efficiency and consistency, Plumm Good expanded nationwide, securing placements in Sobeys, Safeway, Metro and Fortino’s. They are now producing private-label products for Farm Boy in Ontario and have grown to approximately 1,500 stores across Canada.

Navigating Trade Barriers and COVID-19

Before expanding nationally, Rogerson initially aimed to enter the U.S. market, beginning with Washington State, given its proximity to B.C. To prepare, she participated in the Trade Accelerator Program (TAP), which helps small and medium-sized Canadian businesses develop export strategies.

However, when COVID-19 hit in March 2020, U.S. retailers halted new product onboarding. Around the same time, Plumm Good experienced a surge in domestic sales when a key U.S. competitor, temporarily stopped shipping to Canada. Recognizing the uncertainty of international trade during the pandemic, Rogerson shifted focus to Canadian expansion, setting aside U.S. plans until conditions stabilized.

By 2023, Plumm Good had completed a brand refresh alongside the new packaging automation. The team learned to manage the sequencing of complex projects, replacing equipment first, then rebranding and finally preparing for export. As demand grew, they relocated to a larger Delta facility to expand production capacity.

In 2024, Plumm Good achieved HACCP certification, meeting a key food safety requirement to sell in major retailers and for private label production. In that same year, the company received invites from Trade and Invest BC (TIBC) to join the B.C. trade booth at the New Exporters to Border States, the Natural Products Expo West and the Washington Food Industry Association – all being opportunities to introduce their products to U.S. buyers.

The Impact of U.S. Tariffs

With the support of TIBC, Plumm Good attracted attention at Expo West from major U.S. retailers, including Sprouts Farmers Market, which operates over 450 stores. Unfortunately, the first day of Expo West coincided with the introduction of new tariffs on certain food imports. This made pricing unpredictable given that buyers wanted a fixed landed cost, and the added uncertainty made large-scale deals risky. Supplying 30 percent of their business volume under volatile pricing could have jeopardized the company.

The tariffs also increased rice prices by roughly 25 percent. Ironically, Plumm Good’s original pitch at Expo West was that their rice was American grown while being puffed and packaged in Canada. The new tariffs erased much of that margin. To adapt, Plumm Good shifted to sourcing rice from Asia. This was a move that not only avoided U.S. tariffs but also led to discovering a higher-quality, organic variety that performed better on their machines.

Seeking New Opportunities as a B.C. Business

Plumm Good is an active member of the BC Food & Beverage Association, which introduced them to buyers from TJX Companies (owners of Winners, Marshalls, and HomeSense). While these retailers differ from traditional grocery outlets, they appreciated Plumm Good’s products for their quality and shelf stability. Still, even sending product samples to U.S. buyers has become difficult due to customs delays linked to the tariff classifications.

Outside North America, Rogerson notes that opportunities are limited, as rice cakes are most popular in North America and Europe. Canada, the world’s fourth-largest snack market after the U.S., China and India, remains Plumm Good’s strongest base. The product’s appeal among families, especially parents seeking healthy lunchbox options, continues to drive sales.

B.C. Business Growth and Resilience

Despite these challenges, Plumm Good has significantly improved productivity since 2019. Production capacity and annual sales grew by 36 percent and 20 percent respectively. By the third quarter of 2025, they had already matched the previous year’s total revenue.

With strong food safety credentials, expanded capacity and proven demand, Plumm Good is positioned for future export growth, especially once trade conditions improve. Domestically, interprovincial trade remains smooth and distribution across Canada, including Ontario, has been straightforward thanks to reliable buyers and partners.

B.C. Business Optimism at its Best

The team continues to refine their product. Plumm Good is currently reverse engineering the original machines that gave their rice cakes a unique crunch, aiming to reintroduce that signature texture created by the founders of the brand.

After weathering the challenges of modernization, COVID-19, and tariffs, Rogerson remains optimistic. The company has built the foundation for sustainable growth, strengthened operations and gained invaluable experience. When the time is right, Plumm Good will be ready to take the next step into the U.S. market, stronger and more prepared than ever.

Do you want to learn more about exporting or buying products like Plumm Good? Contact Trade and Invest BC.