Lundberg Family Farms

What Lundberg Family Farms does

Lundberg Family Farms is a privately held, family-founded organic rice producer headquartered in Richvale, California, operating since 1937. The company cultivates 17+ rice varieties across 19,000 organic acres using regenerative organic farming practices, achieving 100% Regenerative Organic Certified status across its owned and partner farms. Its product portfolio spans four categories: bagged rice (jasmine, basmati, short grain brown, Black Pearl, Wild Blend), ready-to-heat 90-second rice pouches, rice & seasoning mixes (risottos and flavored rice), and rice cakes/snacks including a new Sweet Cakes sub-brand. The company also operates a 'Rice + Friends' co-branded marketplace with Fly by Jing, Bachan's, SIMPLi, and Zojirushi.

The business operates a hybrid go-to-market combining a direct-to-consumer e-commerce storefront (lundberg.com) with national retail distribution across mass (Walmart, Target), natural/organic (Whole Foods), and regional grocery (Wegmans) channels, plus UNFI wholesale. Consumer monetization is primarily one-time unit purchases ($3.49-$14.29 per SKU) with an annual subscription layer (Rice Nerds Club at $24/year) providing 10% repeat-purchase economics. The customer base is concentrated in health-conscious consumers willing to pay premium prices for verified sustainability credentials (USDA Organic, Non-GMO, ROC, Gluten-Free, Fair Trade), with secondary exposure to specialty diet segments (diabetic, gluten-free) and education/institutional buyers.

Operationally, the company is vertically integrated from in-house seed nursery and rice breeding (including a 12-year program developing Black Pearl Rice) through to onsite rice cake popping at its Northern California farm. Following the March 2026 promotion of Suzanne Sengelmann from Chief Growth Officer to CEO (the first female CEO in company history), management is investing in ready-to-heat format innovation and co-branded partnerships. The April 2026 Class II FDA recall of approximately 4,500 cases of White Jasmine Rice represents a near-term operational and brand exposure event that has not yet been quantified in revenue impact.

Name

Lundberg Family Farms

Legal name

Lundberg Family Farms

Website

https://lundberg.com

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

251–500 employees

Short description

Lundberg Family Farms is a family-founded, privately held organic rice producer operating 19,000 regenerative organic certified acres in Northern California. It sells 17+ rice varieties, ready-to-heat products, rice cakes, and co-branded bundles through national retail (Walmart, Target, Whole Foods, Wegmans), DTC e-commerce, and a Rice Nerds Club subscription.

Ownership category

akta.pro rank

Product category

Organic Rice & Rice-Based Packaged Foods

NAICS

Food Manufacturing (311), Rice Milling (311212), Frozen Food Manufacturing (31141)

SIC

Food And Kindred Products (2000), Cookies & Crackers (2052), Grain Mill Products (2040)

akta.pro primary industry

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

akta.pro secondary industries

Rice Cakes & Grain Snack Manufacturing (AFAKAIAK), Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD), International & Ethnic Packaged Foods (CRADAAAG)

Keywords

• Organic rice products
• Regenerative organic rice
• Ready-to-heat rice
• Rice cakes snacks
• Organic grain farming

Headquarters

HQ city

Richvale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Lundberg operates an e-commerce storefront (lundberg.com) selling rice, snacks, and bundles directly to consumers. Revenue is generated through individual product purchases and the Rice Nerds Club subscription ($24/year).
2. Retail / Wholesale Distribution: Lundberg sells its products to national grocery retailers including Wegmans, Whole Foods, Walmart, and Target, generating wholesale revenue through traditional retail distribution channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Lundberg Family Farms cultivates, processes, and sells organic and Regenerative Organic Certified rice and rice-based packaged foods. Its portfolio includes bulk rice varieties (jasmine, basmati, short grain brown, black pearl, wild blend), 90-second ready-to-heat rice pouches, flavored rice and risotto mixes, rice cakes, Sweet Cakes mini snacks, and co-branded collaboration bundles. Products are sold direct-to-consumer via lundberg.com and through national grocery retailers across the United States.

Product overview

Lundberg Family Farms is a rice products company offering a diverse portfolio of organic and regenerative organic certified rice products. The core offerings include bulk and packaged rice varieties (jasmine, basmati, short grain brown, long grain, black pearl, wild blend, red jasmine, sushi rice), a 90-Second Rice ready-to-heat line, Rice & Seasoning Mix products (risottos, flavored rice dishes), Rice Cakes & Chips (including new Sweet Cakes sub-brand), and Rice + Friends collaboration bundles with partner brands like Fly by Jing, Bachan's, SIMPLi, and Zojirushi. All products emphasize regenerative organic farming practices, USDA Organic, Non-GMO, and gluten-free certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic White Jasmine Rice Premium long-grain jasmine rice with light floral scent and buttery flavor, Regenerative Organic Certified, for everyday cooking. Sold in 2 lb, 4 lb, and 25 lb sizes via lundberg.com and national grocery retailers.
• Organic White Basmati Rice Long-grain aromatic white basmati rice that stays light and non-clumping when cooked, intended for curry, stir-fry, pilaf, and dessert preparations.
• Organic Short Grain Brown Rice Whole-grain organic brown rice with a subtle nutty aroma, designed to cling together for rice bowls and everyday dishes.
• Organic Black Pearl Rice Dark whole-grain rice developed over a 12-year in-house breeding program, naturally rich in antioxidants and offering an exotic smooth flavor.
• Organic Wild Blend Rice Proprietary blend of black, brown, red, and wild rice offering rich color, full-bodied flavor, and whole grain nutrition.
• Regenerative Organic Certified 90-Second Jasmine Rice Pre-cooked organic jasmine rice in a microwave pouch ready in 90 seconds, made with only rice and water, Fair Trade Certified.
• Regenerative Organic Certified 90-Second Brown Jasmine Rice Pre-cooked organic brown jasmine rice in a microwave pouch, high in protein, fiber, and whole grains.
• Organic 90-Second Brown Rice & Quinoa Pre-cooked organic brown rice and quinoa blend in a microwave pouch, lightly seasoned with garlic and shallot.

Quantifiable outcome

• 14% YoY overall growth since achieving Regenerative Organic Certified status; packaged rice up 19% YoY; ready-to-heat rice up 107% YoY
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• UNFI (United Natural Foods, Inc.)minorGTM or Marketing Partner · 9 February 2026UNFI celebrated its 50th anniversary in 2026 with a '50 for 50' initiative distributing $2 million in grants to 50 nonprofits. UNFI honored Lundberg Family Farms with the Michael Funk Legacy Award, recognizing Lundberg's long-standing contributions to sustainable and organic food systems. UNFI is Lundberg's major food distributor partner.
• SIMPLicoreStrategic or Co-development PartnerLundberg partnered with SIMPLi (a regenerative food company founded in 2020 by Sarela Herrada and Matt Cohen) to create the Heirloom Harvest Bundle ($92.96). The bundle combines Lundberg's Regenerative Organic Certified rice varieties (Wild Blend, White Basmati, Black Pearl, Red Jasmine) with SIMPLi products (Extra Virgin Olive Oil, Peruvian Pink Salt, Black Beans, Kidney Beans). Both companies share regenerative sourcing missions and co-market through their respective channels.
• Fly by JingcoreStrategic or Co-development PartnerLundberg partnered with Fly by Jing (founded 2018 by Jing Gao) on multiple co-branded products: Lundberg x Fly by Jing Chili Crisp Rice (90-second ready-to-heat, $4.29), 6-pack bundles ($57.74), and variety packs ($70.74) that combine Lundberg's Regenerative Organic Certified Jasmine rice with Fly by Jing's Sichuan Chili Crisp, Zhong Sauce, and Chengdu Crunch. The partnership pairs premium rice with authentic Chinese flavors.
• Bachan'scoreStrategic or Co-development PartnerLundberg partnered with Bachan's (founded by Justin Gill in 2019) on a Build-A-Bowl bundle ($60.93) combining Lundberg rice varieties (Sushi Rice, Short Grain Brown Rice, 2-Minute Jasmine Rice) with three Bachan's Japanese Barbecue sauces (Original, Miso, Hot and Spicy). The partnership targets consumers seeking authentic Japanese flavors with clean ingredients.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mahatma Rice (Riviana Foods): Mass-market rice incumbent owned by Ebro Foods; competes with Lundberg's commodity-adjacent SKUs in Walmart and Target, where shelf competition is most acute.
• Near East: Long-standing brand in the rice and grain side-dish category — directly competes with Lundberg's Rice & Seasoning Mix / risotto line in mainstream grocery.
• Success Rice: Boil-in-bag and quick-cook rice brand competing in the same convenience-rice aisle where Lundberg's 90-Second line is gaining 107% YoY traction.

Direct peers

• Lotus Foods: Organic and heirloom rice brand with comparable sustainability positioning (including regenerative and traditional varieties from Asia). Competes directly in premium organic rice at natural retailers like Whole Foods.
• Bob's Red Mill: Family-owned organic whole-grain brand with a similarly broad CPG footprint, multi-channel distribution (mass + natural), and emphasis on USDA Organic, Non-GMO, and gluten-free credentials.
• RiceSelect: Specialty rice blends (Texmati, Jasmati) sold in similar grocery channels with comparable premium-rice positioning, though lighter on organic/regenerative branding than Lundberg.
• Annie Chun's: Asian-inspired ready-to-heat rice and noodle bowls — a direct competitor in the convenience-rice category that Lundberg is disrupting with its 107% YoY ready-to-heat growth.
• Seeds of Change: Organic rice and grain-based side dishes with similar sustainability messaging, sold through mainstream grocery. Mars-owned, giving it stronger marketing scale than Lundberg.

Emerging players

• Alter Eco: Regenerative and fair-trade organic packaged foods (rice, chocolate, snacks) with overlapping regenerative-organic and Fair Trade credentials and natural-channel distribution.

Others

• 365 by Whole Foods Market: Whole Foods' private-label organic rice and grain products — a key competitive threat to Lundberg's shelf share at Whole Foods, especially if ROC credentials fail to differentiate on price.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lundbergfarms
• Facebookfacebook.com/lundbergfamilyfarms
• LinkedInlinkedin.com/company/lundberg-family-farms

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lundberg Family Farms