Tokyo, Japan-based Toyo Rice Corporation has launched a new U.S. website, www.Kinmemai.com, to introduce Kinmemai Better White Rice and Kinmemai Better Brown Rice, two new types of high-quality, sustainable rice to the U.S.

Both the wax layer and the bran layer surrounding the rice grain are removed during the proprietary manufacturing process for Kinmemai Better White Rice. Not only is the flavorful and nutritious sub-aleurone layer and germ left intact, Kinmemai Better White Rice provides a porcelain appearance, mouth-pleasing texture, is easy to digest, and offers a shorter cooking time to that of conventional white rice, according to the company. Nutritional Better White Rice does not need to be rinsed, making preparation simple and eco-friendly.

As with Better White, in manufacturing Kinmemai Better Brown Rice, just the water-resistant indigestible wax layer of the rice grain is removed, while the bran layer, the sub-aleurone layer, and the germ are kept intact. This makes Kinmemai Better Brown Rice nutritionally similar to conventional brown rice, while being fluffier and easier todigest. Cooking time for Better Brown is also shorter because it does not require rinsing and only needs to be soaked for 60 minutes, as opposed to 20 hours for conventional brown rice.

“Rice has always been a food staple in Japan, and in recent years rice breeding has been enhanced,” said Yoshi Shiraishi, director of North American sales for the
J-PORT Company in Mountain View, CA. “These new rice products developed by Toyo, one of the leading Japanese rice milling companies, are revolutionary examples of the changing technology of rice manufacturing.”

Initially, products will be available in Japanese specialty food stores and Japanese YAYOI restaurants featuring “Teishoku”, a very simple yet well-balanced set meal, which is served on a tray with Kinme Mai, steamed rice, miso soup, a main dish of your choice, vegetables and pickles. Teishoku exemplifies a very popular everyday cuisine in Japan. The restaurant will be initially be located in Palo Alto, CA.
 
For more information: www.jibtv.com/programs/japanese_rice