While rice is the primary staple for more than half the world’s population, the grain hasn’t often garnered cachet as gourmet, trendy or unique. For most consumers, rice is seen as an inexpensive source of calories or a means to stretch expensive meats or vegetables.

Many view rice as bland, certainly not the star of the show. But foodies know that rice more often than not gets a bum wrap. Devotees frequently opt for specialty rices such as Arborio, black japonica, jasmine and basmati. These varieties typically impart a nutty flavor with an inviting “popcorn” aroma that fills a kitchen during cooking. These specialty rices, known as aromatics, are gaining favor with consumers seeking to add flair to meals.

There’s no better time to think about adding aromatic rice to your menu than September, which has been celebrated by the U.S. rice industry as National Rice Month for the past 18 years. Initiated by an act of Congress in 1991, National Rice Month is sponsored by the USA Rice Federation to increase awareness of rice and recognize the contribution the industry makes to America’s economy.

Today, the typical American consumes an average of 25 pounds of rice per year and it's no wonder. Rice is a healthy, versatile, economical dish that is sodium- and cholesterol-free and contains just a trace of fat. And for foodies, aromatic specialty rice is often the way to go, with consumption growing at a faster clip than conventional varieties.

Alvin, Texas-based RiceTec produces and markets one of the nation’s best known aromatic rice lines known under the brand name RiceSelect.

“Texmati was the first aromatic specialty rice successfully grown and marketed in the United States,” Deborah Locke, brand manager for RiceSelect told Foodie News.

Aromatic rice is a bit more expensive than the “plain Jane” white variety. But its gourmet qualities make it worth the price, adding just the right amount of depth and flavor to simple rice dishes. The pleasing flavor, aroma and texture help nix the idea that rice is boring and bland.

“Americans eat twice as much aromatic rice today compared to 10 years ago. Consumers have embraced aromatic rice and consumption has been steadily rising, so much so, that the category in supermarkets has seen double-digit growth for each of the last 20 years,” Locke said. “Consumers’ desire for healthier foods with flavor is certainly a big part of the picture, but people also are becoming more interested in the rice-based cuisines of India, Japan, Thailand and Vietnam, which has contributed to the growth.”

RiceTec officials believe interest and growth in aromatic rice will continue to increase, particularly with families eating more meals together at home. “This has placed the emphasis on high-quality ingredients that provide healthy food with a focus on flavor,” Locke said.

Learn more at www.RiceSelect.com or www.usarice.com.