HORIZON AG NEWS

The Data Is Clear. The Path Forward Is Harder.

For years, conversations about U.S. rice quality in Latin American markets have arrived at the same conclusion: exports are slipping, competition is intensifying and South American rice is winning on attributes that matter most to consumers. What’s changed recently is not the problem—but the clarity.

New quality evaluation data and firsthand market experience are forcing the U.S. rice industry to confront a more uncomfortable truth: this is no longer a perception issue. It’s a product alignment issue.

According to Horizon Ag CEO Dr. Tim Walker, the industry has reached an inflection point where assumptions can no longer substitute for measurement.

“The question we had to answer was simple,” Walker explained. “Are we actually producing what these markets want—or are we just assuming we are?”

Defining “Quality” Beyond the Bin

Historically, U.S. rice has been evaluated through a domestic lens: yield stability, agronomic performance and milling efficiency at lower harvest moisture. But in Central and South America, quality is judged by the consumer in how it looks and cooks. Rice consumers desire translucent, uniform grains in the bag. Upon cooking, they want rice to have a firm texture with grains that are separate (non-sticky).

That distinction matters.

In a recent evaluation of 26 long grain U.S. rice varieties conducted by an independent international research panel, only a small subset met Latin American expectations. One line, an experimental from the LSU AgCenter, reached a “premium” classification—on par with South American rice—while some others like CLHA03 and PVL05 were deemed acceptable. Most were rated as not acceptable for Latin American markets.

Walker is careful not to overinterpret those results.

“This doesn’t mean U.S. rice is bad,” he said. “It means we’ve been breeding and managing for a different outcome.”

Why the Industry Lost Ground

The competitive rise of Mercosur rice didn’t happen overnight. Countries like Brazil, Uruguay and Argentina made deliberate decisions decades ago to align production with consumer demand. That alignment shows everywhere: fewer varieties, stricter release standards, identity preservation and harvest practices designed to protect grain integrity.

In contrast, U.S. rice systems evolved toward flexibility and volume.

“Our system is very good at producing rice,” Walker said. “It’s not always good at producing specific rice.”

That difference is now showing up in export markets. Even when price parity exists, buyers are choosing consistency and cooking performance over availability. Despite having compelling data, Horizon Ag has been deliberate about how it communicates these findings externally.

“There’s a risk in overselling progress,” Walker said. “If you tell a market you’ve solved the problem and then deliver something that’s only close, you lose credibility again.”

That caution reflects a broader shift in thinking: rebuilding trust requires proof before promotion.

A Narrower, Smarter Reentry

Rather than chasing volume, Walker believes progress will come through precision.

The next step is not sweeping change—but controlled exposure. That could mean identity-preserved shipments of a few proven varieties into specific markets, working directly with buyers who understand what they’re receiving.

“If you can get the right product in front of the right customer, that’s how confidence comes back,” he said.

The data carries a message for breeders and growers alike: market alignment must be intentional.

Yield will always matter. But in export-driven systems, yield without market acceptance becomes a liability. That reality is already influencing breeding priorities—placing more emphasis on grain uniformity, amylose content and cooking performance earlier in the selection process.

Management practices matter just as much. Harvest timing, moisture and post-harvest handling all influence the final product.

The Bottom Line

“This isn’t a Horizon-only issue,” Walker said. “If the industry is healthier, we all benefit.”

That’s why Horizon plans to share its findings openly, including data that reflects well on varieties developed by universities and other private companies. The U.S. rice industry still has structural advantages: infrastructure, logistics, agronomic expertise and scale. But advantages only matter if they serve the market.

Reentering premium Latin American markets won’t happen by accident. It will require discipline, patience and a willingness to redefine success.

As Walker put it: “We can always produce rice. The question now is whether we’re willing to produce the rice the world actually wants.”