Wayne Joseph’s Blog

Running with the Big Dog

False Claims Being Made by Hinode Rice

White rice has very little nutritional Value

What a bunch of garbage we’ve been subjected to in the new Hinode rice commercial that airs during the 5 and 6 pm news on Hawaii channels.

Hinode claims that rice has more vitamins, protein, and fiber than fresh fruits, fish, whole wheat bread, etc.

I thought there were regulations that guide what claims commercials can make about their product.

The simple truth is white rice has very little nutritional value.

White rice is the name given to milled rice that has had its husk, bran and germ removed. This is done largely to prevent spoilage and to extend the storage life of the grain. After milling, the rice is polished, resulting in a seed with a bright, white, shiny appearance.

The polishing process removes important nutrients. A diet based on unenriched white rice leaves people vulnerable to the neurological disease beriberi, due to a deficiency of thiamine (vitamin B1). White rice is often enriched with some of the nutrients stripped from it during its processing. Enrichment of white rice with B1, B3, and iron is required by law in the United States.

At various times, starting in the 19th century, many have advocated for brown or wild rice as healthier alternatives. The bran in brown rice contains significant dietary fiber and the germ contains many vitamins and minerals. This is in contrast to the traditional view of brown rice which was associated with poverty and famine.

In this day and age of fast food and obesity to have Hinode make these claims about White rice is preposterous.

Shame on you Hinode for trying to fool the public to believe that White rice has as much nutritional value as fresh fruit, fish, or whole wheat bread.


November 24, 2009 - Posted by | Editorial |


  1. Wow! You should mention this in your weekly column!

    Comment by Jaclynn | November 24, 2009 | Reply

  2. I totally agree with you.
    As a health educator in a public school I try hard to teach proper nutrtion to my students. I try to guide them to make healthier choices. I teach them that Brown Rice or at least Hapa Rice has more nutritional value than the white. I know that white rice is cheaper and for some this is why they eat it, but as far as nutrition it has none!
    How can HINODE get away with false statements?
    Is it because they pay big bucks to the TV stations?
    Isn’t proper education and truth in advertising a priority anymore?

    Comment by RAJ | November 24, 2009 | Reply

  3. “Truth in Advertising”… LOL

    My wife scolds me when I don’t eat rice with things. I was never a rice eater before moving to Hawaii and now I get scoldings if I don’t eat it with things.

    Her excuse is that it will fill me up. I’d prefer to be hungry at times then filled up w/ rice.

    Comment by Damon | November 25, 2009 | Reply

  4. Brown rice is the far more healthier than white, but it is certainly no substitute for the things in this stupid advert! I think the FDA should give them a little visit!

    Comment by Tom @ Wheat Fiber | November 26, 2009 | Reply

  5. Next super healthy food: SPAM MUSUBIS!!! 😉

    Comment by soccerdad | November 28, 2009 | Reply

  6. They are trying to fool people to think that white rice is healthy by masking the truth that they are actually referencing the nutritional value of their brown rice products while displaying a white rice product. Though not totally false, it is very misleading…shame on them. Boycott Hinode…buy other brown rice brands. KTA sells brown rice in 20 lb. bags at the same sale price as white rice.

    Comment by Steve P | November 29, 2009 | Reply

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