Baby Boomers, however, are discovering there is more than regular long grain rice. Specialty rice is experiencing a phenomenal explosion in sales, due to both increasing ethnic diversity of the U.S. population and increased popularity of ethnic cuisine such as Thai food. Additionally, meat and potatoes are being substituted with meat and rice at many restaurants and household kitchens around the country. Chicken and seafood dishes are combined with rice as never before. In the March 2003 issue of Bon Appetit magazine, 86% of those polled selected rice as their favorite side dish. Some select a different type of rice depending upon what they are going to serve—just like wine lovers do.
“The number one thing people tell us is that they already are aware that they need to have more rice in their diet for health reasons,” says Ojus Ajmera, president of Specialty Rice (Brinkley, Ark.), growers, millers, and packers of Della Gourmet Rice. “There is an understanding that rice is a healthy alternative to other starches, and that specialty rice adds pizzazz to any meal or side dish. They are beginning to experiment with all the different varieties.”