Japanese Rice: Taking on the World
VOD for this program is no longer available.
Rice has been the core food in Japan. However, this predominance of rice is facing a crisis. The rice consumption is decreasing domestically, and the international competition has begun with inexpensive foreign rice imported. What will become of Japanese rice? Concerns are growing among farm producers.
The rice industry has launched countermeasures, such as improving rice breeding and exporting Japanese rice. One of these efforts is a new type of rice invented by a rice milling company, Toyo Rice. How is it different from other rice? What’s the strategy of Toyo Rice? The program explores the challenge of Toyo Rice to open up the world to Japanese rice in the competitive market.