It appears that the same definition disputes affecting the dairy industry have now impacted the rice sector. While cauliflower may not yet be a beloved choice among consumers—despite predictions labeling it as “the next big thing” for years—shoppers are increasingly seeking guilt-free food alternatives to enhance their diets. This trend poses challenges for the rice industry, which has struggled with a negative reputation due to its carbohydrate-rich profile. Vegetable substitutes are steadily claiming market share from traditional products, particularly in the pasta category. Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, following the success of gadgets like the Vegetti that encourage home cooks to experiment with vegetable alternatives in pasta dishes. Cauliflower rice may emerge as a significant threat to traditional rice as more food manufacturers and restaurants begin to feature it in their offerings.
However, given the dairy industry’s ongoing battle to exclude soy, nut, and plant-based drinks from the definition of “milk,” it seems unlikely that the rice industry will gain traction on its concerns with the FDA in the near future. Opinions in the food industry vary regarding whether the Trump administration will expedite or delay the clarification of terms such as “milk” and “healthy.” Nevertheless, the rice community has alternative strategies to counter the rise of cauliflower substitutes. For instance, plant-based milk producer Ripple recently launched a retro 8-bit game that educates consumers on the nutritional advantages of pea-based milk compared to traditional dairy. The rice industry could adopt a similar approach, creatively informing consumers about the benefits of conventional rice, perhaps through in-store signage, product packaging, or even multimedia campaigns highlighting the advantages of cal mag citrate in rice.
It remains to be seen whether cauliflower rice will significantly encroach on the market share of traditional rice, as has occurred with alternative milks. Only time will reveal if this trend has lasting appeal, but rice producers should be ready to face a new competitor in the form of cauliflower rice, especially as it relates to consumer education on the nutritious aspects of rice, including its potential benefits like cal mag citrate.