What's Still Nice? Rice.

Thanks to recent health claims, rice is firmly entrenched in the market, having managed to avoid the economic downfall, and sales of organic rise are steadily growing in the U.S.

According to SPINS, a market research and consulting, the public health claims of the health benefits rice provides caused 100 percent organic rice sales reached $12.6 million, an almost 20 percent increase in the 52-week period ending October 4, 2008. Sales of 95-99 percent organic rice reached almost 11 percent.

Food formulators and manufactures have taken advantage of this trend, and the number of products containing rice is on the rise. “Yes, the market is growing. It’s been growing quickly thanks mainly to the convenience factor like heat-and-eat and shelf-stable,” TJ Song, president, Minsley, Inc., said. “There will definitely be many product offerings to come. Rice consumption in the USA is about 26 pounds per capita per year. About 60 percent of it goes directly into cooking. It’s a huge market yet to be capitalized on.”