This paper describes a role for rural sociology in linking agrifood system vulnerabilities to opportunities for encouraging sustainability and social justice. I argue that the California rice industry is particularly vulnerable for two reasons. First, a quarter of rice growers’ revenues derive from production-based subsidies that have been recently deemed illegal by the World Trade Organization. Second, about half of California’s rice sales depend on volatile export markets, which are susceptible to periodic market access disruptions. Such vulnerabilities present political opportunities (...) to reconfigure the connection between production and consumption. By exploring how production subsidies could be transformed into multifunctionality payments, and investigating new regional markets, rural sociology can contribute to discussions about how to encourage a more sustainable and socially just California rice industry. My discussion aims to prompt rural sociologists to explore similar questions in comparable agrifood systems. (shrink)