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.