"It would be very interesting to introduce this (the rice) to the Vietnamese community," Pham told himself.
Pham, 43, soon found himself visiting rice fields of Northern California. While there, he partnered with a local mill to produce a medium grain rice blend.
He called it Panda Rice because "panda" is an appealing and a recognizable pop-culture character.
The rice hit the shelves of Saigon City Marketplace in November. At first, customers were not immediately attracted to the medium grain rice.
"It's very hard because they (Little Saigon residents are) used to Jasmine rice," Pham said. "Jasmine rice is long-grain rice."
A savvy marketer, Pham let customers sample the product at tasting stations near the front of the store. He also told them that the product has "no-sugar" added -- a nutritional pitch that appeals to customers watching their sugar intake, Pham said.
Soon, customers couldn't get enough.
"Every weekend, we give out small samples for people to try," Pham said. "They try it and love it."
Rice lovers are also attracted to Panda Rice's value.
Imported long-grain rice runs about $37 for a 50-pound bag. Panda Rice, on the other hand, sells for $24.99 for a 40-pound bag. Pham said he went with a 40-pound bulk bag to make it easier for women to carry.
