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

• 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 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

• Mild flavor profile complements wide array of main course and light meals:

  - Meat, poultry, game, fish
  - Vegetables and beans
  

• 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

• 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

• 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