SACRAMENTO VALLEY, CA – USA Rice hosted a group of eight Japanese wholesalers here last week on a reverse trade mission, using newly allocated U.S. Department of Agriculture Regional Agricultural Promotion Program (RAPP) funds, to introduce them to the California rice industry.
“Since the summer of 2024, Japan has experienced major rice shortages and price volatility, causing increased demand for U.S. rice outside of the standard government-facilitated import mechanisms,” said Steve Vargas, a California rice miller and chair of the USA Rice International Promotion Committee. “Our goal with this trade mission was to help educate those closer to the Japanese consumer on what makes California Calrose the premium product it is today, and we’re grateful that USDA RAPP funds supported this endeavor.”
To set the stage for the week, USA Rice provided an overview of the U.S. rice industry, highlighting production, supply, and demand trends in California, noting the importance of both water quality and quantity in the rice industry here. It was noted that reservoirs in the region are above average ahead of planting the 2025 crop.
The delegation toured several rice mills and met with California rice farmers to discuss how the survival of the industry rests on the family-owned farms. With the average age of the Japanese farmer continuing to increase at the same time the number of farmers decreases, members in the delegation appreciated the stability that new generations bring to California farms. Participants were also impressed by the strict regulatory oversight in California and the steps the industry has taken to not only meet those requirements, but conserve and sustain the land and wildlife.
At the California Rice Experiment Station, researchers explained the quality development of the Calrose rice variety and conducted a blind taste test of three different varieties for the visitors. And on the final day of the mission, the group traveled to the Port of Oakland to learn about the transportation and logistical efficiencies of exporting U.S. agricultural commodities.
U.S. rice exporters also had the opportunity to meet with wholesalers to provide company overviews and conduct business-to-business meetings.
In 2024, U.S. rice exports to Japan valued $296 million, making it the second largest export market overall and the largest milled rice export market.