The rice industry is furious at the existence of “cauliflower rice”

The fight over the US government’s definitions for certain foods has flared up again. It’s no longer just a fight for milk farmers, who’ve grown increasingly angry about plant-based food companies (think soy, almond, and cashews) calling their liquid products “milk.” For the first time, vegetables are being roped into the debate—all because of the arrival and popularization of “cauliflower rice.”“Only rice is rice, and calling ‘riced vegetables’ ‘rice,’ is misleading and confusing to consumers,” Betsy Ward, president of industry lobby USA Rice, said in a statement earlier this month. “We may be asking the Food and Drug Administration and other regulatory agencies to look at this.” Ward added that Scott Gottlieb, the new Trump-appointed FDA commissioner, could use his power to enforce the agency’s existing definitions for food, the so-called “standards of identity.” Only recently did cauliflower rice appear in the freezer section of the grocery store—and in close proximity to frozen rice and vegetable packages, Michael Klein, a spokesman for the rice lobby, told Quartz. Klein adds that one company, Green Giant Fresh, used a “Move over, rice” marketing campaign.