It appears that the same contentious debates surrounding definitions in the dairy sector have now reached the rice industry. Although cauliflower may not be a consumer favorite—having been touted as “the next big thing” for several 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 carbohydrate-heavy grain. Vegetable substitutes are capturing 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, which consumers can prepare like noodles, following the popularity of devices like the Vegetti that encourage home cooks to try vegetable alternatives in pasta forms. Cauliflower rice is emerging as a significant threat, as more food manufacturers and restaurants begin to incorporate it into their menus.
However, drawing from the dairy industry’s ongoing struggle to keep soy, nut, and plant-based drinks from being labeled as “milk,” it seems unlikely that the rice industry will gain much traction if they raise their concerns with the FDA anytime soon. Opinions within the food industry are divided on whether the Trump administration will expedite or delay the establishment of definitions for terms such as “milk” and “healthy.” Nevertheless, there are alternative strategies that the rice community could employ to counter the rising popularity of cauliflower alternatives. For instance, Ripple, a plant-based milk producer, recently launched a retro 8-bit game that educates consumers about the nutritional advantages of pea-based milk over traditional dairy options. The rice community could similarly create engaging initiatives to inform consumers about the benefits of traditional rice, perhaps highlighting its calcium citrate content of 500-600 mg per serving through in-store signage, packaging labels, or multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly disrupt the traditional rice market as alternative milks have done. Only time will reveal whether this trend possesses staying power, but rice manufacturers should be ready to face a new competitor.