Right Rice
Right Rice is a San Francisco-based CPG company founded in 2017 by Keith Belling that produces a vegetable-based rice grain substitute targeting health-conscious consumers in better-for-you and plant-based grocery channels.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Right Rice firmographics
Firmographics- Name
- Right Rice
- Website
- https://rightrice.com
- Company type
- Private
- Founded year
- 2017
- Headcount range
- 1–10 employees
- Short description
- Right Rice is a San Francisco-based CPG company founded in 2017 by Keith Belling that produces a vegetable-based rice grain substitute targeting health-conscious consumers in better-for-you and plant-based grocery channels.
- Ownership category
- akta.pro rank
Right Rice industry classification
Industry- Product category
- Plant-based food products
- NAICS
- Grain and Oilseed Milling (3112), Rice Milling (311212)
- SIC
- Food And Kindred Products (2000), Grain Mill Products (2040)
- akta.pro primary industry
- Rice & Grain Processing (milling, polishing, parboiling, blending) (AFAKABAE)
- akta.pro secondary industry
- Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)
Keywords
Where Right Rice is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Right Rice business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Right Rice product offering
Product offeringCore offering
RightRice provides a tasty rice grain made from vegetables, serving as a healthier, plant-based alternative to traditional rice. The product is targeted at health-conscious consumers seeking higher protein and fiber options in their diets through convenient, rice-shaped vegetable grains.
Differentiator
Problem solved
Functional benefit
Products and services
- RightRice (Vegetable Rice) A rice-shaped grain product made from vegetables (such as lentils, chickpeas, and peas), designed as a healthier, plant-based alternative to traditional rice for individual consumers.
Companies that use Right Rice
Customer profileIdeal customer profiles1 record
Right Rice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Right Rice competitors and assessment
Company assessmentBroad incumbents
- Success Rice: Success Rice is a major boil-in-bag and ready-rice brand; it competes in the convenience-rice segment where RightRice also plays and has far broader grocery distribution.
- Seeds of Change: Seeds of Change sells organic rice and grain pouches alongside sauces, operating in the same packaged rice category and sharing the better-for-you positioning that RightRice uses to differentiate.
- Ben's Original (Mars): Ben's Original is the mass-market packaged rice incumbent, controlling substantial retail shelf space in the rice category where RightRice competes for incremental vegetable-ingredient share.
- Tilda: Tilda is a leading global rice and grain brand with a broad specialty rice portfolio; it competes in the same retail aisle as RightRice and has far greater scale, distribution, and trade marketing resources.
- Lundberg Family Farms: Lundberg is a long-standing organic and specialty rice/grain brand; it competes for the same health-conscious, premium-rice shopper that RightRice targets, with established organic and natural channel distribution.
- Bob's Red Mill: Bob's Red Mill is a leading natural and organic grain, rice, and legume brand; it competes in adjacent rice/grain shelf space and overlaps with RightRice on whole-food, plant-based positioning.
Direct peers
- Banza: Banza makes chickpea-based pasta, rice, and pizza products - the closest direct competitor to RightRice in the vegetable/legume-based grain substitute category, with overlapping retail customers and health-positioned branding.
- Caulipower (Cali'flour Foods): Caulipower pioneered cauliflower-crust pizza and has expanded into cauliflower-based tortillas and rice substitutes, directly competing for the same better-for-you, vegetable-ingredient consumer that RightRice targets.
Others
- Popchips: Popchips is founder Keith Belling's prior CPG company; while not a product-line competitor, it is highly comparable as a better-for-you snack brand that achieved scaled CPG distribution, and signals the operator capability behind RightRice.
Emerging players
- TruRoots: TruRoots offers sprouted and ancient grain rice-and-quinoa blends in retail packs, serving the same health-oriented consumer seeking vegetable/grain hybrids in the rice aisle.
Market position
Customer concentration
Right Rice social profiles
Digital presenceRight Rice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Right Rice leadership team
Management profileNumber of profiles
Profiles1 record
Right Rice funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Right Rice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Right Rice
What does Right Rice do?
RightRice provides a tasty rice grain made from vegetables, serving as a healthier, plant-based alternative to traditional rice. The product is targeted at health-conscious consumers seeking higher protein and fiber options in their diets through convenient, rice-shaped vegetable grains.
When was Right Rice founded?
Right Rice was founded in 2017. It employs 1 to 10 people.
Where is Right Rice based?
Right Rice is headquartered in San Francisco, United States, in the North America region.
Who are Right Rice's main competitors?
Broad incumbents on record are Success Rice, Seeds of Change, Ben's Original (Mars), Tilda, Lundberg Family Farms and Bob's Red Mill. Direct peers are Banza and Caulipower (Cali'flour Foods). Popchips is listed as an others. TruRoots is listed as an emerging player.
Does Right Rice have an API?
No public API is recorded for Right Rice.
What industry is Right Rice in?
Right Rice's product category is Plant-based food products. Its primary akta.pro industry code is AFAKABAE, Rice & Grain Processing (milling, polishing, parboiling, blending), with a secondary code of AFAKAFAA, Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged). Its NAICS code is 3112 and its SIC code is 2000.