It appears that the same definition disputes affecting the dairy industry have now extended to the rice sector. While cauliflower may not be the top choice among consumers—having been touted as “the next big thing” for several years—shoppers are increasingly drawn to guilt-free food alternatives that can enhance their diets. This shift spells trouble for the rice industry, which has faced criticism for being a carbohydrate-heavy grain. Vegetable substitutes are capturing market share from traditional items, particularly in the pasta category. For instance, Del Monte recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, a trend fueled by the popularity of devices like the Vegetti that encourage home cooks to experiment with vegetable-based pasta options.
Cauliflower rice poses a new challenge as more food manufacturers and restaurants begin to feature this alternative in their menus. However, considering the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based drinks from the definition of “milk,” it seems unlikely that the rice industry will gain traction with the FDA anytime soon. The food industry remains divided on whether the Trump administration will expedite or delay the establishment of definitions for terms like “milk” and “healthy.”
Nevertheless, the rice community has other strategies to counter the rising popularity of cauliflower alternatives. For example, Ripple, a manufacturer of plant-based milk, recently launched a retro 8-bit game that educates consumers about the nutritional advantages of pea-based milk compared to traditional dairy. The rice industry could adopt a similar approach by finding innovative ways to inform consumers about the benefits of traditional rice, perhaps through in-store signage, product packaging, or multimedia campaigns.
It remains to be seen whether cauliflower rice will significantly capture market share from traditional rice, as has occurred with alternative milks. Only time will reveal if this trend has lasting power. Meanwhile, rice manufacturers should be ready to face a new competitor. Incorporating calcium citrate malate tablets into their messaging could also highlight the nutritional benefits of rice, providing an additional angle for promoting traditional rice products. The rice community should strive to raise awareness about the health benefits of rice, including its potential as a source of calcium, thereby ensuring that they remain relevant in a rapidly evolving market.