Wild rice market shows vigorous growth.

The article highlights and updates the results contained in a 1984 research report [WAERSA 27, 4236], and reports some results of research currently under way on the consumer demand for wild rice. Evidence of rapid expansion in both the supply and demand for wild rice is impressive. Cultivated wild rice has reduced interyear production variability and also made it possible to expand production. This has stabilized prices and reduced uncertainty. Expanding product develoment and market promotion have stimulated the demand for wild rice. Wild rice has been changed from a local and gourmet delicacy to an ingredient in mass-marketed foods. Currently, it is estimated that the market demand is expanding at 26% per annum, a vigorous rate exceeding most markets. The dominance of the cultivated wild rice industry is clearly established. The segment will continue to produce 80% or more of each year's crop. But this producing sector might not have developed without the introduction of the wild rice blend market. This demand sector is the major market outlet for the supply. However, its future success and profitability cannot be assured without a continued stability in supply and prices. It is in the best interest of producers to gear their production expansion to the rate of demand expansion.