
Japanese consumers know rice.And nearly 80 percent of them "know" that California grown rice is inferior to domestically produced rice, and maintain they can tell the difference.
The perception plays a significant part in justifying Japanese trade restrictions on imported rice. But can they really tell the difference? "The answer is, 'no,'" said Ken Chinen, professor of international business at California State University, Sacramento. "In blind tests they cannot tell the difference even though they say they can."
..."Statistically speaking, there is no significant difference," Chinen said. "It's just an issue of perception. Rice is rice."
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