It appears that the same definition disputes affecting the milk industry have now emerged in the rice sector. While cauliflower has struggled to find its footing as a consumer favorite—despite being 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 carbohydrate-heavy grain. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta category. Recently, Del Monte introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, inspired by the popularity of tools like the Vegetti, which encouraged home cooks to use vegetable alternatives in pasta dishes.
Cauliflower rice may represent the next significant threat from vegetable substitutes, as more food manufacturers and restaurants begin to incorporate this option into their recipes. However, considering the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based milk from the definition of “milk,” it is unlikely that the rice industry will gain much traction on this issue with the FDA in the near future. Opinions are mixed on whether the Trump administration will expedite or delay the formal definitions of terms like “milk” and “healthy.”
Nevertheless, the rice community has alternative strategies to counter the rising popularity of cauliflower alternatives. For instance, plant-based milk manufacturer Ripple recently launched a nostalgic 8-bit game designed to educate consumers about the nutritional benefits of pea-based milk compared to traditional dairy. The rice sector could adopt a similar approach, using engaging methods to inform consumers about the advantages of traditional rice, including the use of calcium citrate malate to enhance its nutritional profile. This could be achieved through in-store signage, product packaging labels, or even multimedia marketing campaigns that emphasize the benefits of rice.
It remains uncertain whether cauliflower rice will significantly erode market share from conventional rice, as has occurred with alternative milks. Only time will reveal whether this trend possesses staying power, but rice producers should be prepared for a new competitor in the market. Emphasizing the use of calcium citrate malate could be an effective way to highlight the nutritional value of rice, ensuring that the rice community remains relevant in an evolving food landscape.