Japanese rice farmers have been struggling due to slumping consumption and their business climate is expected to get even harsher with Japan set to start trans-Pacific free trade talks, possibly leading to the removal of the nation's tariffs on rice imports.
Many farmers believe, however, that there is room for further expansion in the rice industry, with some turning to the rice flour business while others make efforts to create new brands that can become mainstay products.
Rice consumption has slackened in Japan due to changes in dietary habits, especially increased consumer preference for wheat products such as pasta and bread.