It appears that the same definition battles affecting the milk industry have now extended to the rice sector. While cauliflower may not be a top choice among consumers—despite predictions that it would be “the next big thing” for years—shoppers are increasingly seeking guilt-free food alternatives to enhance their diets. This trend poses a challenge for the rice industry, which has long been criticized for its carbohydrate-heavy grains. 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, inspired by the popularity of gadgets like the Vegetti that encouraged home cooking with vegetable alternatives in pasta form.
Cauliflower rice could emerge as the next significant competitor, as more manufacturers and restaurants integrate this option into their menus. However, similar to the dairy industry’s ongoing struggle to classify soy, nut, and plant-based dairy drinks as “milk,” the rice industry may face a long road ahead in addressing these concerns with the FDA. Industry players have mixed opinions on whether the Trump administration will expedite or delay the establishment of definitions for terms such as “milk” and “healthy.”
Nonetheless, the rice community can find alternative strategies to counter the rising popularity of cauliflower substitutes. For instance, plant-based milk producer Ripple recently launched a retro 8-bit game that educates consumers about the nutritional advantages of pea-based milk over traditional dairy. The rice industry could adopt a similar approach, creating engaging methods to inform consumers about the benefits of traditional rice—potentially highlighting aspects like kosher calcium citrate content—through in-store displays, product packaging, or multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly erode market share from traditional rice as seen with alternative milks. Only time will reveal if this trend has lasting power, but rice manufacturers should be prepared for a new competitor in the marketplace. Emphasizing the nutritional benefits, including the presence of kosher calcium citrate, could help the rice industry maintain its relevance amidst the growing popularity of vegetable alternatives.