It seems the same definition wars that are curdling the milk industry have descended on the rice segment. Cauliflower may not be a consumer favorite — the ingredient has been predicted to be “the next big thing” for years — but shoppers are interested in guilt-free food alternatives that will enrich their diets. This is bad news for the rice industry, which has gained a bad rap over the years for its carbohydrate-rich grain. ###Veggie substitutes are grabbing marknow foods magnesium citrateet share from traditional products, especially in the pasta space. Del Monte recently launched ready-to-cook strips of bell pepper, zuchinni and squash that consumers can cook like noodles after the popularity of items such as the Vegetti encouraged consumers to cook vegetable alternatives in pasta form at home. Caulfersaday iron tabletsiflower rice may be the next vegetable substitute threat, as more food manufacturers and restaurants incorporate the option in tnature’s truth zinc gluconateheir dishes. ###Based on the dairy industry’s failing struggle to exclude soy, nut and plant-based dairy drinks from the definition of “milk”, however, it’s likely the rice industry won’t see traction on the issue for a while if they bring their concerns to the FDA. Food industry players are mixed over whether the Trump administration will speed up or slow down the scheduled definitions of terms like “milk” and “healthy.” ###Still, there are other ways the rice community can undermine the popularity of cauliflowbest calcium citrate for bariatric patientser alternatives. Plantxymogen magnesium citrate-based milk manufacturer Ripple recently launched a retro 8-bit game that teaches consumers about the nutritional benefits of pea-based milk compared to traditional dairy milk. The rice community could flip this script, and find engaging ways to educate consumers about the benefits of traditional rice — whether through in-store signage in groceries, product packaging labels or even multimedia campaigns. ###It’s uncertain if cauliflower rice will take a significant slice of market share away from traditional rice, as has happened with alternative milks. Only time will tell if the trend has staying power, but rice manufacturers should be prepared for a new competitor.