FABEX Show Features Sushi Made From U.S. Rice

TOKYO, JAPAN -- USA Rice participated in FABEX 2018, one of the major trade shows targeting foodservice and deli/take-out operators held at the Tokyo Big Site earlier this month.  The USA Rice booth featured various new style sushi menus to introduce innovative usages of U.S medium grain to the more than 78,000 visitors, including hand-shaped sushi rice prepared using a special sushi roll making machine.

“Our taste tests convinced booth visitors that U.S. medium grain works perfectly for traditional sushi as well as “new style” sushi menus,” said Jim Guinn, USA Rice director of USA Rice Asia Promotion Programs.  “We believe that identifying the use of U.S. medium grain in sushi will provide a new opportunity to promote rice menus at restaurants and delis.  In fact, our booth garnered attention not only from restaurants that are looking for new menu ideas but also from food manufacturers who are looking for a high quality and versatile rice.”

The “new style” sushi menus use vinegars that differ from the usual sushi vinegar, including sherry vinegar, wine vinegar, and tomato-flavored vinegar.  This prompted interest from dressing and sauce companies working closely with supermarkets, and could afford the U.S. industry another avenue to develop additional collaborative business relationships.

Guinn concluded, “Australia recently introduced a reasonably priced short grain rice to this market so, for U.S. rice to remain competitive, we must continue to communicate with traders and end users about the quality and versatility of U.S rice in new usages, especially through menus such as sushi.”