STRICTLY BUSINESS: EVERYBODY'S EATING RICE THESE DAYS

The rice story in the United States is one of growth, to the point that even Japan has joined a growing list of importers of American-grown rice.

Until 1992, Japan was the greatest single agricultural customer of the United States but had never purchased rice. That changed the following year.

Japanese farmers had a bad growing season in 1993. The country had a 2-million-pound shortfall and bought a lot of medium-grain rice from the United States.

Last year Japan was the second-largest export destination for United States rice, importing about 253,000 metric tons valued at $116 million.

The U.S. exports about half of its rice to more than 100 countries including Japan, Mexico and Europe. Rice production has more than doubled in the United States during the past decade, and more people are eating rice.

Southeast Missouri farmers in a half-dozen counties are sharing in the rice success story. About 90 per cent of Missouri rice is grown in Stoddard and Butler counties, which usually combine for more than 100,000 acres of rice each year.

U.S. rice mills reported 64.2 million hundredweight of milled rice in 1998. Rice usage in the United States is at a record high with per-capita consumption at 26.3 pounds, up from 25.3 pounds a year ago.

U.S. consumption of rice has doubled in the past decade, say spokespersons for the USA Rice Federation. A recent survey indicated that 72 percent of restaurants and institutions serve rice every day.

Exports are up to more than 3 million metric tons a year.

You can find U.S. rice on tables in Turkey, Jordan and Mexico, just to name a few places. Rice is one of the most versatile foods on the menu today. It can be used in soups, salads, as a main dish, side dish or dessert.

Rice is also a base for many types of popular foods, including Chinese, Cajun, Creole and Tex-Mex.

USA Rice Federation officials say it can stretch the food budget too, with a cost of about 4 cents per serving. And it's quick and easy to prepare."

Today, 96 percent of rice found on U.S. tables is grown here.

Rice production also provides an economic boost in other products:

-- Rice hulls are used in the manufacture of some hand soaps and as an abrasive in polishing operations. Thousands of tons of hulls also are used as conditioners for commercial fertilizers.

-- Rice bran is rich in protein and natural B vitamins, and is often used in the manufacture of vitamin concentrates as well as feed for cattle.

-- Rice oil, extracted from rice bran, is a high-quality, cholesterol-free cooking oil,

-- Rice polish is produced during the final stages of the rice mill process and consists of the inner cuticle layer of the grain plus small quantities of the outer layer of the kernel. It is in demand as a livestock feed and is being used for human consumption.

-- Rice flour can be used in place of wheat for baking.

-- Brewer's rice, the smallest size of broken rice fragments, is used in pet foods and as a carbohydrate source in brewing.

The USA Rice Federation, which includes rice growers in Arkansas, California and Louisiana, where 80 percent of America's rice crop is produced, and Missouri, has worked to provide U.S. rice in Japan.

The federation's exhibit during the recent Tokyo Foodex-99 attracted record numbers of visitors who had the opportunity to taste-test samples of U.S.-grown rice during the five-day show. The federation also hosted a rice seminar for the Japanese rice trade and media.

Rice notes:

-- Missouri is among seven states that raise rice.

-- Nationally, more than 3 million acres a year are planted.

-- Arkansas is the nation's top rice-producing state, producing about two-thirds of all U.S. rice.

-- Other rice-producing states are California, Louisiana, Texas, Mississippi and Florida.

-- Rice is usually planted between April 15 and May 30

-- Rice production in Missouri -- 143,000 acres in 1988 -- totaled a record high 7.44 million cwt, up 20 percent form 1997 totals.

Trees n Trends in

The Silk Tree Factory is out; Trees n Trends is in.

The Silk Tree Factory, which has 16 locations including Cape Girardeau, is changing its name, says J. David Bailey, vice president and chief financial officer of the company.

The new name, Trees n Trends Inc., will officially be unveiled when the company opens its first store in Florida.

"We're already in the process of registering the new name and will be implementing it over the next several months," said Bailey.

A new logo has been designed featuring a large tree with a finishing touch explaining "Unique Home Decor & More," said Bailey."

The entire concept will be unveiled at the opening of the Tallahassee store next month.

The Silk Tree Factory, headquartered at Paducah, Ky., moved into the Cape Girardeau market in March 1997 in a 45,000-square-foot store at 201 S. Broadview. The Cape Girardeau store was the 10th for the company at that time.

Stores in the company, which was founded by Joe and Cindy Wallace seven years ago, range up to 60,000 square feet.

The Silk Tree Factory is a home-decorating center that specializes in silk-flora and home decorations, retail and wholesale business.

"You will continue to see a combination of the two names, Silk Tree Factory and Trees n Trends, for a short period of time," said Bailey. But eventually it will all be Trees n Trends Inc.

The Wallaces joined the entrepreneurial ranks a number of years ago when they operated a truck stop and gift shop at Paducah. Joe Wallace, formerly of Cairo, Ill., had previoulsy worked in the grocery business.

The gift shop at Paducah exceeded all expectation, and the Wallaces decided to go into that type of operation full time.

They opened the first Silk Tree Factory in Kentucky Oaks Mall at Paducah.

Business growth over the past seven years has been good, said Bailey. "We've expanded product lines over the years and have plans for new store locations."

The company is looking at some possible Mississippi locations, including Hattiesburg.