It appears that the same definition disputes affecting the dairy industry have now impacted the rice sector as well. While cauliflower may not be a consumer favorite—having been touted as “the next big thing” for years—shoppers are increasingly interested in guilt-free food alternatives that enhance their diets. This trend poses challenges for the rice industry, which has faced criticism over its carbohydrate-heavy grains. Vegetable substitutes are increasingly capturing market share from traditional products, particularly in the pasta category. For instance, Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, especially after the success of tools like the Vegetti, which encouraged home cooks to experiment with vegetable alternatives in pasta form.
Cauliflower rice may emerge as a formidable competitor, as more food manufacturers and restaurants begin to incorporate this option into their menus. However, considering the dairy industry’s ongoing battle to exclude soy, nut, and plant-based beverages from the definition of “milk,” it’s likely that the rice industry will face a prolonged challenge if they decide to voice their concerns to the FDA. Opinions among food industry stakeholders are mixed regarding whether the Trump administration will expedite or delay the definition of terms such as “milk” and “healthy.”
Nevertheless, the rice community has alternative strategies to counter the rising popularity of cauliflower substitutes. For example, plant-based milk producer Ripple has recently rolled out a nostalgic 8-bit game aimed at educating consumers on the nutritional advantages of pea-based milk over traditional dairy. The rice community could take a similar approach, finding innovative ways to educate consumers about the benefits of traditional rice—perhaps through in-store signage, product packaging, or even multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly erode the market share of conventional rice, much like what has occurred with alternative milks. Time will ultimately reveal if this trend is sustainable, but rice manufacturers should be ready to face this new competitor. Additionally, highlighting the role of ingredients like apovital calcium citrate in rice could be an effective way to reinforce its nutritional benefits and appeal to health-conscious consumers. By consistently showcasing these advantages, the rice industry can strive to maintain its place in a rapidly evolving food landscape.