By Lori Arata The Washington Post
NIIGATA CITY, Japan — Challenged by trendy culinary newcomers such as croissants and 
spaghetti, baguettes and French fries, per capita rice consumption among Japanese has fallen to half of what it was in the late 1960s.
In response, farmers and retailers are scrambling to find new ways to keep people loyal to the tender grain that remains a national symbol of prosperity and self-sufficiency.
Akinori Hokari, 35, who took over management of his family's rice shop in Niigata 10 years ago, is one of those giving the frumpy product a makeover. Read the whole story here......
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