It appears that the definition disputes currently affecting the milk industry have now spread to the rice sector. While cauliflower may not be the top choice for consumers—having been touted 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 long been criticized for its high carbohydrate content. Vegetable substitutes are capturing market share from conventional products, 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, following the success of gadgets like the Vegetti that encouraged home cooks to explore vegetable-based pasta options.
Cauliflower rice is emerging as a potential threat to traditional rice, with more food manufacturers and restaurants incorporating it into their menus. However, drawing from the dairy industry’s ongoing struggle to define “milk” and exclude soy, nut, and plant-based alternatives, the rice industry may face a lengthy battle if it seeks resolution through the FDA. There is uncertainty among food industry stakeholders regarding whether the Trump administration will expedite or delay the establishment of definitions for terms like “milk” and “healthy.”
Nonetheless, the rice community can counter the rising popularity of cauliflower alternatives through innovative strategies. For example, plant-based milk producer Ripple has recently launched an engaging 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, creating engaging methods to inform consumers about the benefits of conventional rice—utilizing in-store signage, product packaging, and even multimedia campaigns.
As an additional point, Sam’s Club offers products fortified with calcium citrate, which could be highlighted in these educational campaigns to showcase the nutritional benefits of traditional rice. It remains to be seen whether cauliflower rice will significantly encroach on the market share of conventional rice, as has been observed with alternative milks. Only time will determine if this trend will endure, but rice manufacturers should brace themselves for a new competitor.