# Exclusive Organic Rice Options Lotus Foods' Forbidden Rice Dates Back to the Chinese Empire By Kalin Ned | Published 2018-11-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/forbidden-rice References: [shop.lotusfoods](https://shop.lotusfoods.com/Organic-Forbidden-Rice) & [lotusfoods](https://www.lotusfoods.com/product/organic-forbidden-rice/) Forbidden rice is an interesting concept that should be explored more in-depth in contemporary times. Embracing the nutritional powers of [ancient grains](https://www.trendhunter.com/trends/brand-wheat) and the aura of exclusivity, [Lotus Foods](https://www.trendhunter.com/trends/white-rice-ramen) offers a health-focused deep purple-colored rice product. The term 'forbidden rice' and 'longevity rice' are interchangeable. The grain dates back to the emperors of China who were the only ones granted access to it. It was believed to increase life spans and ensure good health. Lotus Foods attempts to recreate the experience of the Forbidden Rice through harnessing its rich nutty taste, soft texture and nutritional value that boasts magnesium, protein, and fiber. The company sources its ingredient from [small family-owned farms](https://www.trendhunter.com/trends/sustainable-rice-farming-practices) in China's Black Dragon River region. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 63% | Activity: 54% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Ancient Grain Revival:** A trend of embracing the nutritional powers of ancient grains, like forbidden rice, presents an opportunity for innovative food products. - **Exclusive Food Experiences:** The aura of exclusivity surrounding forbidden rice offers opportunities to create unique and desirable food products. - **Sustainable Sourcing:** The focus on sourcing ingredients from small family-owned farms in China's Black Dragon River region presents a potential disruptive innovation opportunity in the food industry. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can explore the use of ancient grains and create exclusive food experiences for health-conscious consumers. - **Nutrition and Wellness:** With the nutritional benefits of forbidden rice, the nutrition and wellness industry can develop innovative products to cater to health-focused consumers. - **Sustainable Agriculture:** The sustainable sourcing practices of Lotus Foods inspire potential disruptive innovation opportunities for the agriculture industry to promote ethical and environmentally friendly farming methods. ## Related on Trend Hunter - [White Rice Ramen Products](https://www.trendhunter.com/trends/white-rice-ramen.md) - [Purple Rice Wraps](https://www.trendhunter.com/trends/purple-rice-wraps.md) - [Convenient Grain-Based Meals](https://www.trendhunter.com/trends/seeds-of-change-2.md) - [Oat-Based Rice Alternatives](https://www.trendhunter.com/trends/oatrice.md) - [High-Fiber Protein-Rich Rices](https://www.trendhunter.com/trends/bens-original-10-medley.md) - [Chili Crisp Rice Dishes](https://www.trendhunter.com/trends/lundberg-x-fly-by-jing.md) - [Roasted Rice Powders](https://www.trendhunter.com/trends/organic-roasted-brown-rice-powder.md) - [Gut-Friendly Seasoned Rice Blends](https://www.trendhunter.com/trends/seasoned-rice.md) - [Rice-Based Ice Creams](https://www.trendhunter.com/trends/the-rice-creamery.md)