Happy to serve U.S. rice
May 11, 2016
ARLINGTON, VA – USA Rice surveyed more than 300 foodservice operators to determine their current usage of U.S.-grown rice and to gain insight into the educational needs of this unique and important segment.
The good news is that more than three quarters of the operators surveyed currently serve rice, about half know they're using U.S.-grown and a third are unsure of the origin. In addition, half of all foodservice segments serve more rice than they did five years ago.
“Those that don’t serve rice said it’s due to their type of restaurant,” said Katie Maher, director of USA Rice domestic promotion programs. “The most realistic growth prospects then will be encouraging current rice users to use more rice – either using it differently or in other meal parts.”
More than 40 percent of survey respondents said they considered breakfast an opportunity for getting more rice on the menu, and that breakfast recipes, instructions, and information would help boost usage.
“USA Rice is in the process of developing two new breakfast recipes specifically for foodservice,” Maher said. “We’re also creating recipes that combine rice with ancient grains and other trendy ingredients the respondents mentioned. These new recipes will be finalized this month and USA Rice will use them in foodservice outreach to inspire menu innovation and showcase the culinary versatility of U.S. rice.”
Maher said the research also showed the respondents’ willingness to promote rice’s nutrition claims such as the “whole grain” or “gluten-free” messages, and to include information on the “locally-grown” and “family farm” nature of U.S. grown rice on menus because they are compelling to consumers.
“The bottom line still carries the day though for these business operators,” Maher said. “It’s about culinary versatility and food costs. Recipe concepts, preparation instructions, and information about new rice products that take this into account will most strongly fuel menu innovation that includes U.S. grown rice.”