Sunday, October 21, 2007

Per capita rice consumption among Japanese has fallen to half of what it was in the late 1960s

Akinori Hokari, 35, who took over management of his family's rice shop in Niigata 10 years ago, is one of the people giving the frumpy product a makeover. His tiny shop now offers a line of "designer rices" -- in reality, unmilled grains that when added in small amounts to a rice cooker turn traditional white rice pink or purple. For the health-conscious, he offers high-fiber mixtures such as oat rice and brown rice that has been steeped in water until sprouts emerge.

Link. Via Serious Eats.