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Jasmine Rice Demand is Heating Up - Here's Why Riceland's U.S. Grown Jasmine Should Be on Your Menu

As the demand for bold, global flavors continues to transform the American foodservice landscape, Jasmine rice has emerged as a breakout staple on menus across the country. Its soft texture, aromatic profile, and culinary versatility have made it a favorite in not just Asian cuisine, but across Latin, Mediterranean, and fusion-inspired formats.

At Riceland Foods, we’re meeting this demand with a key differentiator: Jasmine rice grown in the U.S., by American family farmers. And that distinction is resonating more than ever with operators who prioritize quality, consistency, and supply chain reliability.

The Rise of Jasmine in the Foodservice Sector

Jasmine rice has experienced a measurable surge in popularity in foodservice, driven by both consumer demand and menu innovation:

  • Jasmine rice has grown 27% on U.S. menus since 2020, according to Datassential’s 2024 MenuTrends report, and is expected to grow another 11% in the next four years.
  • 93% of consumers say they are interested in trying international dishes at restaurants, with Southeast Asian cuisine leading in appeal among Gen Z and millennial diners (Technomic, 2023 Global Flavors Report).
  • The global rice market is projected to grow at a CAGR of 4.5% between 2024 and 2030, with Jasmine and Basmati rice driving premium growth segments (Grand View Research, 2024).

With this momentum, Jasmine rice is no longer a specialty grain—it’s a foodservice mainstay.

Why Riceland Jasmine Rice Is Different

What sets Riceland apart is where our Jasmine rice comes from: right here in the U.S. While most Jasmine rice is imported from Thailand or Vietnam, Riceland’s Jasmine is cultivated in the fertile fields of the American Delta by farmer-members of our cooperative. This means:

  • Reduced risk of global supply chain disruption – In 2022, the rice market saw an average 13.4% increase in freight costs and major delays in Thai rice imports due to weather and logistics bottlenecks (USDA Foreign Agricultural Service, 2023).
  • Tighter quality control and traceability – From seed selection to harvest and milling, Riceland’s vertically integrated model ensures consistent sizing, aroma, and cooking performance in every batch.
  • Support for sustainable U.S. agriculture – Our farmers use conservation practices that protect soil health and water resources, contributing to long-term agricultural resilience.

Chefs are looking for quality and consistency in a volatile global market. Riceland's U.S.-grown Jasmine can give them the confidence to build their menus without compromise.

Made for the Modern Menu

Jasmine rice’s characteristics make it especially valuable for restaurants balancing bold flavors and operational efficiency:

  • Superior holding ability: Jasmine rice maintains texture on steam tables or in high-volume service lines, reducing waste and enhancing presentation.
  • Balanced, aromatic flavor: Its slightly sticky, soft texture makes it ideal for curries, rice bowls, stir-fries, and protein-forward entrées.
  • Cross-cultural versatility: While a natural fit for Thai and Vietnamese dishes, Riceland Jasmine also performs beautifully in Cuban arroz con pollo, Mediterranean bowls, or modern American entrées.

According to the National Restaurant Association’s What’s Hot 2024 Culinary Trends Survey, rice bowls featuring global grains like Jasmine are a top 5 trend across fast casual and QSR menus.

What Foodservice Buyers Are Saying

Foodservice distributors and chain buyers are increasingly turning to domestically grown Jasmine rice for both logistical and branding benefits. Riceland can offer a premium aromatic rice while keeping product sourcing local. It’s a story that resonates with customers and chefs across the country.

Riceland Jasmine: Consistency You Can Count On

  • Grown in the U.S.A. by Riceland farmer-members across Arkansas and Missouri.
  • Processed in our own mills to ensure consistency and food safety.
  • Available in a variety of pack sizes ideal for foodservice—from 25, 50, and 100 lb. bulk bags to industrial formats.

Bring the Aroma Home—Without the Import Risk

Riceland Jasmine rice delivers the sensory experience your customers crave, backed by the trust of American-grown quality and the strength of a vertically integrated supply chain.

As global flavor trends and consumer expectations continue to evolve, Riceland is proud to be your partner in culinary innovation and kitchen efficiency.

Contact your Riceland Foodservice Representative to learn more today.

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SOURCES:

  • Datassential MenuTrends 2024 Report
  • Technomic Global Flavors Consumer Trend Report, 2023
  • Grand View Research, “Rice Market Size, Share & Trends Analysis Report, 2024–2030”
  • USDA FAS, “Grain: World Markets and Trade Report,” October 2023
  • National Restaurant Association, What’s Hot 2024 Culinary Trends Survey