Going against the grain: Rice ‘war’ heats up
The Yomiuri Shimbun
Numerous new varieties of rice are appearing on supermarket shelves as consumers look for unique flavors outside the standard Koshihikari — a trend one expert has described as a “Sengoku warring states period of local rice.”
Niigata Prefecture, well known for its rice, recently held a publicity event in Tokyo to announce Shinnosuke rice, the prefecture’s first new variety in 15 years. Aomori Prefecture also hosted a launch party for a new variety it calls Seiten no Hekireki (Bolt out of the blue).
“We wanted to respond to consumers who were calling for flavors other than Koshihikari,” Niigata Gov. Hirohiko Izumida said Sept. 24 at a PR event for Shinnosuke rice in Tokyo.
Koshihikari is known for its light texture and makes up 70 percent of the rice produced in the prefecture. In 2008, however, the Niigata Agricultural Research Institute began work on a new variety, responding to calls from consumers for rice with more body and sweetness.
The prefecture now plans to focus its sales strategy on these two varieties.
Shinnosuke will initially be supplied to luxury ryotei restaurants and hotels in Tokyo. A full-scale rollout is planned for 2017, after its image has been established as an elite product. The prefecture is even considering exporting it overseas.(209 words)
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