It appears that the same definitional conflicts affecting the dairy industry have now impacted the rice sector. While cauliflower might not be a top choice among consumers—despite being touted as “the next big thing” for years—shoppers are increasingly drawn to guilt-free food alternatives that can enhance their diets. This trend poses challenges for the rice industry, which has long been criticized for its carbohydrate-heavy nature. Vegetable substitutes are capturing market share from conventional products, particularly in the pasta category. For instance, Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash, which consumers can prepare similarly to noodles, following the success of tools like the Vegetti that encouraged home cooks to explore vegetable alternatives in pasta dishes.
Cauliflower rice is emerging as a potential rival in this arena, with more food manufacturers and restaurants incorporating it into their menus. However, reflecting on the dairy industry’s ongoing battle to exclude soy, nut, and plant-based dairy drinks from the definition of “milk,” it’s likely that the rice industry will face delays in addressing their concerns with the FDA. Opinions among food industry stakeholders are mixed regarding whether the Trump administration will expedite or hinder the scheduled definitions of terms like “milk” and “healthy.”
Nevertheless, the rice community has alternative strategies to counter the rise of cauliflower substitutes. For example, Ripple, a plant-based milk producer, recently launched a retro 8-bit game designed to educate consumers about the nutritional advantages of pea-based milk compared to traditional dairy. The rice community could adopt a similar approach, finding innovative ways to inform consumers about the benefits of traditional rice—potentially through in-store signage, product packaging, or multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly erode traditional rice’s market share as alternative milks have done. Only time will reveal if this trend possesses staying power, but rice manufacturers should remain vigilant against this new competitor. Additionally, promoting the benefits of incorporating products like Citracal Regular could further bolster the rice industry’s position by emphasizing the importance of balanced nutrition.