The Grocer – 10 August 2019

focus on... rice & noodles

46 | The Grocer | 10 August 2019 Get the full story at thegrocer.co.uk Get the full story at thegrocer.co.uk 10 August 2019 | The Grocer | PB

Rice gives much to the
world. It is the staple food
of 3.5 billion people, or
more than half the world’s
population. Globally, one
in five people rely on the
cultivation of the grain for
their livelihood. There are
200 million rice producers
across the world.
But it also takes a heavy
toll on the planet. It is
responsible for between 5%
and 10% of global methane
emissions and up to 5% of
greenhouse gas emissions.
Rice cultivation uses about
40% of global irrigated
water. And consumption
of the grain is soaring. It is
expected to grow by 44%
to 650 million tonnes a year
between now and 2050.
With the UK eating more
and more of the stuff too,

domestic producers need to

do more to limit the impact

the raw materials they rely

on have on the world. Mars,

owner of Britain’s biggest

rice brand Uncle Ben’s, says

it is taking action.

“We are committed to

sourcing 100% of our rice

from farmers working

towards the Sustainable

Rice Platform (SRP)

standards by 2020 and

currently we’re at 97%,”

says head of corporate

affairs Chris Dugmore.

Tilda is also supporting

the SRP. Plus, the brand

makes much of the

Farmer’s Advisory Cell, a

project completely funded

by Tilda that provides

advice to farmers of

basmati rice in India and

Pakistan to help reduce the

environmental impact of

their crop.

And that’s not all.

“Tilda has managed to

create a 17.5% energy and

CO2 saving versus 2014

thanks to a programme of

investment in new, more

efficient technology in

its rice mill on the river

Thames,” says brand

lead Anna Beheshti.

“By-products of the milling

process are used either for

animal feed or energy.”

But amid all these

initiatives, what constitutes

best practice is open for

debate. Last September,

a report by US advocacy

group the Environmental

Defense Fund (EDF)

suggested techniques

intended to reduce

emissions and water use

may actually be increasing

production of certain

greenhouse gases.

Several organisations

have advocated the

intermittent flooding of

rice fields to cut methane

emissions. But the EDF says

this results in 45 times more

nitrous oxide, commonly

known as laughing gas,

being released. The body

says the additional gases

could be equivalent to 1,200

coal power plants.

Not a laughing matter.

How much

harm does

rice do to our

environment?

white rice, they want an authentic rice

from the country they’re eating food from,

so it’s important to offer rice from around the

world,” says joint MD Tasneem Alonzo.

This quest for something a little different

has also led to a “surge in popularity” of

ancient grains, Alonzo adds. Quinoa is the

most mainstream example, but she also sees

freekeh, teff, bulgur wheat, millet, amaranth,

buckwheat, kamut and sorghum gaining

ground among consumers, especially with

their perceived health credentials.

Brands have responded accordingly by

blending their rice products with ancient

grains. Uncle Ben’s has a number of products

that blend wholegrain rice with quinoa; the

Tilda Super Grains range uses millet, pump-

kin seeds, quinoa, sorghum and wild rice;

and Symington’s recently launched Twistd, a

25-strong range of microwave rice and grain

blends (p45).

Butterworth says the launch was based

on “in-depth consumer research” that found

a growing desire for culinary experimenta-

tion. “The brand appeals to hectic young

professionals, culinary explorers and health-

minded shoppers and will deliver a truly

authentic taste sensation,” he says.

Meat reduction

These “hectic young professionals” are fuel-

ling another trend that is benefiting the cat-

egory: meat reduction. No longer simply a

basis for chili con carne, rice and noodles are

increasingly forming part of veggie dishes.

“The flexitarian diet really lends itself to

rice and noodles because when you are eating

less or no meat, flavour and protein become

really important,” says Forristal at Mars. “So,

in a way, rice and noodles are piggybacking

on the growth of flexitarian diets.”

Gourmet instant noodle brand Mr Lee’s

also sees potential in meat reduction. The

brand has two vegan flavours: Zen Garden

Vegetables and Dragon Fire Vegetables. Their

success has left founder and CEO Damien Lee

“thinking about more product development

in this area”. “The rapid growth in vegan con-

venience food has been a contributory factor

to our rise in sales,” he says.

Plus, Mr Lee’s noodles boast ‘premium

ingredients’ and a low sugar content, which

means they don’t fall into the trap of being

empty junk food. “We provide the ideal solu-

tion for vegans who don’t want to have

“ The flexitarian diet

lends itself to rice and

noodles – flavour and

protein are important”