The health and nutrition of nearly 9 million women and children significantly improved as USDA and the states fully implemented the revised Women’s, Infants and Children’s (WIC) food packages that for the first time include whole grain brown rice and other healthy foods.

“The U.S. rice industry commends USDA on this major policy change… and is especially pleased that whole grain brown rice is included in this important public health nutrition program,” USA Rice Federation chairman Jamie Warshaw wrote in a letter to Secretary of Agriculture Tom Vilsack.

The Arkansas and Louisiana rice organizations also sent congratulations letters to state WIC agencies. USA Rice marked the milestone with news releases to health professionals, rice trade, state and retail trade media.

All but four states will offer one pound of brown rice per month for women and two pounds for children as a whole grain option, making it available to 75 percent of WIC recipients. The WIC program targets low income mothers and small children who are at nutritional risk. USA Rice has worked since 2004 to secure the inclusion of brown rice in the new USDA WIC rule and worked with state agencies to ensure selection of brown rice in state food packages.

USA Rice has leveraged federal food policy initiatives to drive growth in the brown rice market, including assuring a positive position for rice in the 2005 U.S. Dietary Guidelines for Americans, which recommended three whole grain servings each day, and obtaining a U.S. Food and Drug Administration (FDA) whole grain health claim for brown rice, providing a strong purchasing incentive for consumers.

USA Rice’s 2008 Domestic Usage Report shows shipments of brown rice to U.S. market segments have increased 64 percent since 2005 from 137 to 225 million pounds. Retail sales of bulk, packaged and instant brown rice have increased 37 percent since 2006 to $86 million, according to market data.