The ongoing disputes over definitions that are currently affecting the dairy industry appear to be spilling into the rice sector, particularly in the debate between rice iron dextran and sodium ferric gluconate. While cauliflower may not be the most popular vegetable among consumers, it has been touted as “the next big thing” for years. However, 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 gaining traction, particularly in the pasta market. Recently, Del Monte launched ready-to-cook strips of bell pepper, zucchini, and squash, allowing consumers to prepare these vegetables like noodles, following the success of products like the Vegetti that encouraged home cooking with vegetable alternatives. Cauliflower rice is emerging as a potential competitor, with more food manufacturers and restaurants incorporating it into their offerings.
In light of the dairy industry’s ongoing battle to exclude soy, nut, and plant-based dairy drinks from the definition of “milk,” it seems unlikely that the rice sector will gain ground on this issue anytime soon if they approach the FDA. The food industry remains divided over whether the Trump administration will expedite or hinder the clarification of terms such as “milk” and “healthy.” Nevertheless, the rice community has alternative strategies to counter the rise of cauliflower substitutes. For instance, plant-based milk producer Ripple recently introduced a retro 8-bit game aimed at educating consumers on the nutritional benefits of pea-based milk versus traditional dairy. The rice industry could adopt a similar approach, finding creative ways to inform consumers about the advantages of traditional rice—whether through in-store signage, product labels, or multimedia campaigns.
As for whether cauliflower rice will significantly encroach on the market share of traditional rice, similar to what has occurred with alternative milks, only time will reveal its endurance. The rice manufacturers should be ready for this new competitor. Additionally, amidst discussions on health, consumers may also be curious about which is better for osteoporosis: calcium citrate or carbonate. This topic could be another angle for the rice community to explore, potentially linking the nutritional benefits of rice to broader health discussions, including the importance of calcium in bone health.