Air quality legislation has limited the disposal of rice straw by burning to no more than 25% of the half a million acres in the Sacramento Valley. Rice farmers are interested in alternative straw removal options and marketing. California dairy operations are outgrowing the forage resources and the beef cattle industry is losing grazing land to housing developments. Rice straw is highly variable, low quality forage and considered a waste product. Much straw is sold with very little understanding of the needs of many of the market outlets. This causes the product to not meet the user’s expectations and implants the notion that it is a waste. The way to create value is to understand the user’s needs and produce the straw to meet it.