{"version": "1.0", "type": "rich", "title": "Who is the target market for minute rice, anyway? Who is like \"I want to make rice, if only the process weren't so complicated...", "author_name": "kontextmaschine", "author_url": "https://kontextmaschine.com", "provider_name": "kontextmaschine", "provider_url": "https://kontextmaschine.com", "url": "https://kontextmaschine.com/post/622649318578536448/", "html": "

kontextmaschine:

Who is the target market for minute rice, anyway? Who is like “I want to make rice, if only the process weren’t so complicated and time-consuming”?

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Getting a lot of pushback focusing on microwaveability. Fair enough! My sense of instant rice comes from going to the supermarket with my mom as a kid, back before microwave adoption was universal enough for mass-market semiprepared foods to be microwave-formulated! (Popcorn used to come in tinfoil pie tins you’d heat directly on the stove and then the paper top would expand with hot air like a kernel itself.)

"}