Even with rice, timing is everything. How can you tell if it’s the right time for rice? I checked with Riviana Foods, makers of Minute Rice…
Dear Rice Cookers:
I’m pretty bad with math, so maybe you can help me out. Your cooking directions say to boil the Ready to Serve Brown & Wild Rice sealed cup in water for 5 minutes. Then, let the cup set for 2 to 3 minutes to cool. So, how can you call it Minute Rice when it won’t be ready for many minutes longer than the time its name suggests? Even if you skip the simmering part and eat it while it’s scorching hot, it’s still way past a minute.
Are the clocks in the Rice Department running a little slow? Minute means one minute. Anything more than that is considered minutes. Therefore, Minute Rice should either be renamed 8 Minute Rice … Minutes Rice … 5 Minutes to Cook, 3 Minutes to Simmer Rice … or even 480 Second Rice. Why not sell it for what it is? You’re not really fooling anyone other than people who can’t tell time. Rice takes time. Time is money. Every minute counts. Even with rice.
And what’s “Ready to Serve” about it? It’s only ready to serve after it’s cooked. Nice try, but if that’s the case, raw chicken is also ready to serve once you finish barbecuing it.
Simmering as I await your reply,
“Me”
A Consumer Relations Representative responded with:
We at Riviana greatly appreciate your interest in our products and are pleased to respond to your request. The Minute Ready-to-Serve cups are precooked and need only be warmed up for 60 seconds, or 1 minute in the microwave. This is a convenience product.
If you don’t have a microwave, they may be warmed up in boiling water as you described.
Instant Rice has been precooked, instantized and dehydrated after milling. This process reduces the cooking time and is used for quick cooking, easy recipes. This rice is prepared in about five minutes. We package Minute Instant White Rice, Minute Parboiled Premium White Rice and Minute Boil-in-Bag White Rice. We also package Minute Instant Brown Rice, which is prepared in 10 minutes.
Final Thoughts: I guess my timing is off when it comes to rice, but at least now I understand why. Enclosed with the response were two coupons — one for $1.00 Off any 2 Ready to Serve Minute products and 25¢ Off another one. There was also a MINUTE® Ready to Serve FACTS and NUTRITION sheet featuring Key Product Attributes, Shelf Life and Storage Tips and Nutritional Information. A list of 21 quick recipes using Minute® Ready to Serve Rice was also included.
Got a minute? Check out the Minute Rice website. And if any product ever throws your timing off, it won’t take long to Write The Company.
