FUKUOKA, JAPAN -- U.S.-grown medium grain rice made its debut at a trade exhibition here last week and was a big hit with attendees when served in two menu items, "Rice, Nut & Fruit Salad" and "Gumbo Soup with Turmeric Rice."
The trade show, sponsored by Nishihara Shokai, a national food wholesaler headquartered here, featured 220 booths and attracted more than 3,000 people, mainly food service-related traders located throughout Kyushu Island.
"There was some initial concern that the U.S-grown rice dishes offered up would be 'too creative' for the Japanese market," said USA Rice Vice President International Promotion Jim Guinn. "But based on the volume of trade inquiries from hotels and restaurants, I'd say consumers here are more than ready for this product. And with a population of more than five million, Fukuoka is an important market for U.S. medium grain, not only because it is a hub of Kyushu Island, but also because national foodservice chains are strengthening their sales nationwide."
Kyushu is the southernmost and third largest of Japan's main islands and is home to Mount Aso, Japan's most active volcano that rumbled to life earlier this week.