Amid an ongoing shortage of Japanese rice, which has caused prices to surge, consumers are turning to cheaper California rice, with retailers reporting a sharp rise in sales.
Known as Calrose rice, it is a medium-grain variety cheaper than the Japanese short-grain cultivar, with a relatively similar taste to Japanese rice compared with Thai rice. With the price of domestic rice harvested last year being 14% higher year on year in June, Calrose is seen as a cheaper alternative.
Nippon Brice, a nationwide seller of rice and grains in Fukuoka Prefecture that has been selling Calrose rice for a decade, said demand for Calrose rice has been especially robust this year.
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