Kokuho Rose blends US and Japanese rice expertise
19 Oct 2023 | Sonray
Sonray showcased their Kokuho rice variety which has been grown since 1963 in California, US, where the weather conditions are similar to Japan’s. The proprietor crossed Calrose rice, a medium grained variety, with sweet rice. Kokuho Rose is exported to 39 countries in Europe as well as India, Switzerland, Malaysia and the Philippines.
Hi, this is Ingri Jungg here with Food ingredients first.
I'm here with Jeff Hournell of California Supreme.
Hi Jeff, good morning.
How are you?
What are you showcasing here today?
We're showcasing our Cocoho rose.
It's grown in California and it's been grown there since 1963.
And how did it come about that you would be growing this product in California?
The growing conditions in California are very similar to Japan, and in 1963, a Japanese family started this unique variety, and they did that by cross grafting a generic cow rose rice with a sweet rice, so that gave birth to Kokoho rose, and it's been bred there since 1963.
And what was the demand?
Why, why did they decide to do that?
They wanted to take what California had as a cow rose, which is a nice medium grain suitable for many dishes, and up the flavor profile characteristics for how it keeps.
So you know once you've cooked dinner, you've put it in the fridge the next day reheating it.
This product does a fabulous job with that.
So how has the demand for the product evolved over time?
It's been literally door by door just handing out the sample, seeing what people think.
It's been very received and now we're shipping this product internationally.
Do you have special techniques of processing the product, the rice?
It's more in the previous year where the owners are going through test crops to see which crop is going to produce.
The best sweetness, stickiness, how tall the rice grows in the field.
If it grows too tall, wind can blow it over.
It lies in the water and that ruins the crop.
If it's too short, it's hard for the machines to pick it up and then moisture is a factor.
It's, it's, it's a pretty precise art, but they, they've definitely figured it out with this one.
What would you say makes your products stand out from other similar products on the market?
The Japanese owners are, are very, very particular about how this product is year after year after year.
Our family has been lucky enough to distribute this for 50 years, and I have to say it's extremely consistent.
But how have you stayed resilient like in the market, you know, we've seen like a lot of supply and demand issues of late.
How have you stayed resilient through all of that?
We try very much to predict what we're going to need next year and then work with what resources we have.
Sometimes you're going to have crop years where water is an issue like last year and it makes for a difficult selling year, but ultimately there is only so much rice grown each year and typically every year they sell out, but there is one new crop that comes every October and that's what we're displaying here a new crop.
And these flavors that I'm looking at, what are they exactly?
This is our super premium cocoho rose, so it's got the most sweetness, most stickiness, excellent for sushi, cabbage rolls, rice and raisin pudding.
Personally, I love it just on its own.
Coaho rice.
Is a step down in stickiness, sweetness, and also price.
So after a couple glasses of sake, it might be hard pressed to tell the difference.
So a lot of restaurants opt for cocoho rice, and then these are the brown counterparts, so brown coco rose and brown cocoho just in a different label called irmai.
What does your export market look like at the moment?
It's, it's growing.
Currently we're in 39 countries in Europe and we've exported this product to India, Switzerland, Malaysia, Philippines, so it's getting around.
If you had one piece of advice for the public, what would that be about your product, about rice?
Try cocoa roast.
It's, it's my personal favorite.
I, I've been born and raised on it and I just think it's a fabulous product, so encourage you to try it.
Excellent.
Thank you for your time.
Thank you.
