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Gen-Ji-Mai®

Our Story

The Gen-Ji-Mai story developed organically in 2005 when Steve Vargas, a Sun Valley Rice executive, decided to explore his quest for a more delicious, quicker cooking brown rice. Long before Gen-Ji-Mai officially had a name, Steve worked with Sun Valley to create a rice that was both supremely healthy, in addition to “family friendly” for his dinner table at home! The Japanese translation of Gen-Ji-Mai is “brown healthy rice,” which is indeed fitting and accurate; along with delicious!

After sending the rice to be analyzed by food science experts and seeing the tremendous health benefits, he was sure the rest of the world would appreciate the 100% whole-grain, high-fiber, low-cholesterol benefits as well. Additionally, he knew his "healthier rice" would provide a critical solution in schools fighting childhood obesity.

"We care about consumers and want to address the growing concern of child obesity with a healthy alternative to white rice. Our goal was to make tastier brown rice more approachable to a vaster market, and we think we have perfected this rice." -Steve Vargas, SVP, Sun Valley Rice

Sun Valley Rice first rolled Gen-Ji-Mai into the Hawaiian market in 2008. Since then, Gen-Ji-Mai has become a mainstay staple in Hawaiian homes and schools, and has grown in popularity around the world. Rice connoisseurs have grown to appreciate the natural flavor, textural versatility and nutrition of this “new brown rice.” Gen-Ji-Mai is now regarded as the better tasting brown rice.

We care about consumers and want to offer them the healthiest and tastiest brown rice.

Growing Gen-Ji-Mai
In April, farmers begin to prepare their fields for planting by leveling the soil, ensuring consistent irrigation. Once the field is leveled and irrigated, seeds are then planted in the furrows. By late summer, the grain begins to appear in long panicles on the top of the plant. By September, the grain will reach a height of 3 feet. Once it’s harvested by specialized tractor, the rice will be transported to the mill.

California is the ideal growing region for rice and yields over 8,000 pounds of rice per acre, thanks to its long-standing, dedicated farming families, fertile soil, ideal growing temperatures and pristine water from the Northern California mountains.
California Rice Commission
USA Rice Federation
USA Rice Millers
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