In response to the steep rise in wheat prices, rice powder made of non-glutinous rice is gaining popularity as a wheat substitute. Sen-ichiro Takahashi, Executive Director of Niigata City’s co-op Rice World 21 Promotion Council, has been actively involved for the past 14 years with other members of the council, in the development and promotion of bread and pasta made of rice powder. “Rice powder will play an important role in improving Japan’s food self-sufficiency and establishing the safety assurance of food,” Mr. Takahashi commented.