As the fourth generation in his family to farm rice in California, Brian likes to say he was born into it.  He actually did pursue other job opportunities after college but found himself drawn back to farming because it’s such a dynamic business that involves a myriad of challenges.

One of the biggest challenges is keeping up with safety regulations.  Farmers report to regulatory agencies that oversee water quality, air quality, and chemical application, to name a few.  And these regulations are the exact reason Brian encourages consumers to think U.S. rice!  The health and safety standards of crop production in the U.S. and the guidelines American farmers must follow help ensure consumers are giving their families the safest and highest-quality rice in the world. 

“It’s our responsibility to educate consumers about how our crops are grown,” says Brian.  “Once they’re aware of the care and commitment American farmers have for superior crop production , our consumers become some of our biggest advocates.”