Taste, Texture, Eye Appeal

• Rice has many forms depending on:
  • Type of Rice
  • Extent of Processing
• Rice has many attributes:
  • Soothing, as in pudding or chicken soup
  • Crunchy, as in breakfast cereals, rice cakes, crackers, chips, granola bars, candy bars and other snacks
  • Sophisticated and distinctive, as in gourmet long grain and wild rice mixes
  • Healthy (wholesome) as a brown rice with vegetables
• Color variety
  • White, black, purple, red, brown are all whole grains with colored brans

Versatile Grain

• A common ingredient in home recipes, packaged or prepared foods and restaurant menus
• For every meal or snack
  • Hot & ready-to-eat breakfast cereals
  • Snack bars & baked goods
  • Soups & salads
  • Casseroles & main dishes
  • Side dishes & stuffings
  • Desserts & confectionery products
  • Energy and nutrition bars
• Brown rice used as a whole grain or instantized for quick cooking satisfies whole-grain requirements

Rice Fits Today's Healthful Eating Profile

RICE IS HEART HEALTHY - The FDA says that diets rich in whole grain foods such as brown rice, and other plant foods, and low in fat, saturated fat, and cholesterol, may help reduce the risk of heart disease and certain cancers.

• A nutritious complex carbohydrate
• Approximately 100 calories per half-cup serving
• Contains only trace fat, no trans fat, cholesterol or sodium
• Gluten-free and non-allergenic
• Brown rice is a recommended USDA whole grain, naturally rich in vitamins

Integral Part of Many Ethnic Cuisines

• Rice is the main cereal of many ethnic and regional cuisines
• Cross-cultural interaction and multi-cultural food choices have exploded in popularity:
  • Mexican & Spanish
  • Middle Eastern
  • Chinese, Japanese, Thai and Korean
  • U.S. regional cuisines
• Consistent with lifestyle trends

Complements Many Foods

• Mild flavor profile complements wide array of main course and light meals:
  • Meat, poultry, game, fish
  • Vegetables and beans

High Perceived Value

• Rice has a higher perceived value than potatoes and other starches
• Rice can be a meal or dress up a meal
• Rice delivers delicious versatility unmatched by potatoes or pasta

U.S. Rice is a Quality Product

• The USDA and state land-grant universities in the rice-growing states combine efforts and resources to enhance the quality and quantity of U.S. rice production by
  • Conducting varietal development programs to improve yields, disease resistance, milling and processing quality
  • Screening new varieties for functionality that is similar to current market classes of rice
  • Releasing new varieties regularly. Average market presence typically 5-7 years for a variety
• The USDA Rice Quality Laboratory and state rice research centers evaluate new varieties of rice during development and after release to ensure consistent quality
• Other USDA and land-grant university labs conduct research to develop new and improved processing methods, to identify new uses for rice and rice co-products, and to improve methods of evaluating rice characteristics