The challenge for the vegetable protein industry is finding new and effective ways to get more people consuming vegetable protein-based foods. It requires developing great tasting, affordable foods, while educating the public about vegetable protein’s nutritional and health benefits. Rice bran has emerged as a functional ingredient with great expectations for food, meat formulations and beyond. Now that food engineers have found a way to stabilize rice bran, a plethora of opportunities are emerging to incorporate this functional ingredient to lower costs and utilize many of the intrinsic nutritive values. Especially knowing that some 60% of world populations use rice as their staple food will make manufacturers embrace this new functional alternative. That effort encompasses four key areas: Nutrition, marketing, consumer education and public advocacy. This will be a long-term process that will require that vegetable protein and rice bran suppliers to work together.