The Japanese translation of Gen-Ji-Mai is “brown healthy rice,” which is indeed fitting and accurate; along with delicious! Sun Valley Rice first rolled Gen-Ji-Mai into the Hawaiian market in 2008. Since then, Gen-Ji-Mai has become a mainstay staple in Hawaiian homes and schools, and has grown in popularity around the world. Rice connoisseurs have grown to appreciate the natural flavor, textural versatility and nutrition of this “new brown rice.” Gen-Ji-Mai is now regarded as the better tasting brown rice.