The growth of cauliflower as a part of American diets has taken off, Food Dive reports, citing a 38% rise in per capita consumption in 2017 vs. 2016 and a 63% rise vs. 2010. That partly reflects a shift in consumer tastes towards products such as cauliflower rice as well as a longer term increase in vegetarianism and veganism.

That comes as the export side of the industry has also expanded. Panjiva data shows U.S. exports of cauliflower and broccoli climbed climbed 13.8% in the 12 months to February 27 on a year earlier to reach $165 million. That was driven in large part by shipments to Canada however, which accounted for 87.0% of the total and grew 22.4% on a year earlier. The sector – like much of the rest of agricultural industry – faces both regulatory risks and opportunities.

On the risk side the renegotiation of NAFTA (as outlined in Panjiva research of February 22) and trade spat with China – which isn’t a significant market – raise the prospect of tariffs or reduced market access. On the opportunity side limits on the export side for other products – for example soybeans – may lead farmers to redirect acreage to the product if the taste trends seen in the U.S. pickup overseas.

Chart segments U.S. exports of cauliflowers and broccoli by destination market. Source: Panjiva