It's one thing if you can't find pork at your local market. You can always buy chicken. But rice has no good substitute in many Asian diets. In Mandarin, the word for rice is also the word for food. The Thai phrase "to eat" translates as "eat rice." "Rice isn't just another commodity," says Robert Zeigler, director general of the International Rice Research Institute in Manila. "In Asia, rice has cultural, social and, in many places, even a religious role, so it carries much more psychological weight."
