It appears that the same definition disputes currently affecting the dairy industry have also emerged within the rice sector. While cauliflower may not be a top choice among consumers—despite predictions of it being “the next big thing” for years—shoppers are increasingly seeking guilt-free food options that enhance their diets. This poses challenges for the rice industry, which has been criticized for being high in carbohydrates. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta category. Recently, Del Monte introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, following the success of products like the Vegetti that encouraged home cooks to experiment with vegetable alternatives. Cauliflower rice is emerging as a potential threat to traditional rice, as more food manufacturers and restaurants begin to incorporate it into their menus.
However, much like the dairy industry’s ongoing battle to exclude soy, nut, and plant-based dairy drinks from the definition of “milk,” the rice industry may face challenges in gaining traction if they voice their concerns to the FDA. Opinions within the food industry are divided on whether the Trump administration will accelerate or decelerate the scheduled definitions of terms such as “milk” and “healthy.” Nonetheless, there are alternative strategies that the rice community can employ to counter the rising popularity of cauliflower substitutes. For instance, Ripple, a plant-based milk producer, recently launched a retro 8-bit game designed to inform consumers about the nutritional advantages of pea-based milk compared to traditional dairy. The rice industry could adopt a similar approach, finding creative ways to educate consumers about the benefits of classic rice—whether through in-store signage, product packaging, or multimedia campaigns.
It remains to be seen whether cauliflower rice will significantly erode market share from traditional rice, as has occurred with alternative milks. Only time will reveal the longevity of this trend, but rice manufacturers should prepare for a new competitor in the market. In this context, promoting rice’s health benefits, such as its potential inclusion in diets with products like Citracal with D, could strengthen its appeal. By emphasizing the unique qualities of rice alongside emerging trends, the rice community can foster a renewed interest in their product amidst growing competition.