RiceSelect
RiceSelect is a Houston-based premium consumer food brand (founded 1977) that sells proprietary rice varieties, couscous, orzo, and quinoa through U.S. grocery retailers, Amazon, and Instacart, serving home cooks and professional chefs seeking specialty grains.
- Company typePrivate
- Founded1977
- HeadquartersHouston, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What RiceSelect does
RiceSelect is a Houston, Texas-based consumer food brand founded in 1977 that produces premium rice, quinoa, couscous, and orzo products distributed in the United States through major grocery chains, Amazon, and Instacart. The company's core technology platform centers on proprietary rice hybrids developed through agricultural innovation: Texmati, created in 1977 as the first aromatic rice successfully grown in America (a cross between American long-grain rice and Basmati), Jasmati (inspired by Thai jasmine rice), and the Royal Blend proprietary blend. A full organic sub-brand carries USDA Organic certification with identity-preserved supply chains from seed to package. The portfolio spans roughly 25 SKUs across conventional and organic variants of rice, couscous, orzo, and quinoa, packaged in BPA-free clear PET jars.
RiceSelect firmographics
Firmographics- Name
- RiceSelect
- Legal name
- Riviana Foods Inc.
- Website
- https://riceselect.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- RiceSelect is a Houston-based premium consumer food brand (founded 1977) that sells proprietary rice varieties, couscous, orzo, and quinoa through U.S. grocery retailers, Amazon, and Instacart, serving home cooks and professional chefs seeking specialty grains.
- Ownership category
- akta.pro rank
RiceSelect industry classification
Industry- Product category
- Specialty Rice and Grains
- NAICS
- Rice Milling (311212), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)
- SIC
- Grain Mill Products (2040), Food And Kindred Products (2000)
- akta.pro primary industry
- Rice & Grain Processing (milling, polishing, parboiling, blending) (AFAKABAE)
- akta.pro secondary industry
- Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK)
Keywords
Where RiceSelect is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Markets served
RiceSelect business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Retail Grocery Sales: RiceSelect generates revenue through sale of packaged rice, quinoa, couscous, and orzo products sold through major grocery retail chains across the United States.
- E-commerce Marketplace Sales: Revenue from direct online sales through Amazon store and Instacart delivery platform, reaching consumers who prefer online grocery shopping.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
RiceSelect product offering
Product offeringCore offering
RiceSelect manufactures and markets a portfolio of premium rice, quinoa, couscous, and orzo products under proprietary brands (Texmati, Jasmati, Royal Blend). The catalog includes Signature Line rice blends, specialty rice (Arborio, Sushi, Black, Jasmine, Basmati), organic variants, and complementary grains and pasta, sold primarily through U.S. retail grocery and online marketplaces (Amazon, Instacart).
Product overview
RiceSelect is a consumer food products company owned by Riviana Foods Inc. since 2015, offering a portfolio of proprietary rice varieties (Texmati, Jasmati, Royal Blend), specialty rice (Arborio, Sushi, Black, Jasmine, Basmati), couscous products, orzo pasta, and quinoa. The Signature Line of proprietary rice blends forms the core offering, complemented by organic product variants and specialty grain products. Products are sold through retail channels including Amazon and Instacart.
Differentiator
Problem solved
Functional benefit
Brands
- Texmati®: Proprietary aromatic rice cross between American long-grain white or brown rice and Basmati rice.
- Jasmati®
- Royal Blend®
Products and services
- RiceSelect Texmati White Rice Proprietary aromatic rice cross between American long-grain white rice and Basmati rice; stays firm, fluffy, and separate after cooking. For home cooks and chefs seeking aromatic long-grain rice.
- RiceSelect Texmati Brown Rice Whole-grain brown version of the proprietary Texmati aromatic rice hybrid.
- RiceSelect Organic Texmati White Rice USDA Organic certified version of Texmati White Rice, identity-preserved from seed to package.
- RiceSelect Organic Texmati Brown Rice USDA Organic certified version of Texmati Brown Rice.
- RiceSelect Jasmati White Rice Proprietary aromatic rice inspired by Thai jasmine and American long-grain white rice; pronounced-yet-subtle flavor and exquisite texture.
- RiceSelect Organic Jasmati White Rice USDA Organic certified version of Jasmati White Rice.
- RiceSelect Royal Blend Rice Proprietary blend of Texmati White, pre-cooked brown, wild, and Thai red rice with enchanting aroma and sophisticated texture. Part of the Signature Line.
- RiceSelect Royal Blend Whole Grain with Wild Rice Whole-grain version of Royal Blend combining Texmati Brown Rice, wild rice, soft white wheat, and rye berries; chewy texture and nutty flavor. Contains gluten (wheat and barley).
- RiceSelect Arborio Rice Bold medium-grain rice with characteristic white dot at center; used for risotto and rice pudding to develop a creamy texture around a chewy center.
- RiceSelect Organic Arborio Rice USDA Organic certified Arborio rice for risotto.
- RiceSelect Sushi Rice Short-grain rice with higher starch content for sticky texture required for sushi rolling.
- RiceSelect Black Rice Black rice variety used in Buddha bowls and other recipes.
- RiceSelect Premium Jasmine Rice Premium Thai Jasmine rice, sustainably-grown and SRP-Verified, for stir-fries, curries, and other dishes.
- RiceSelect Premium Basmati Rice Premium Indian Basmati rice, sustainably-grown and SRP-Verified, for stir-fries, curries, and other dishes.
- RiceSelect Couscous Traditional Moroccan-style tiny pasta made from coarsely ground durum wheat semolina; precooked and ready in 5 minutes.
- RiceSelect Pearl Couscous Israeli-style pearl couscous toasted in an open-flame oven for unique round shape; holds shape well and absorbs flavors.
- RiceSelect Organic Pearl Couscous USDA Organic certified Pearl Couscous.
- RiceSelect Tri-Color Couscous Tri-color variety of traditional Moroccan-style couscous.
- RiceSelect Tri-Color Pearl Couscous Tri-color pearl couscous variety.
- RiceSelect Pearl Couscous with Turmeric Pearl couscous infused with turmeric spice.
- RiceSelect Orzo Enriched macaroni pasta formed in the shape of rice grain, made from durum wheat semolina; used in soups and various dishes.
- RiceSelect Tri-Color Orzo Orzo pasta flavored with spinach and tomato to create a tri-color variety.
- RiceSelect Whole Wheat Orzo Whole wheat version of orzo pasta.
- RiceSelect White Quinoa Lighter and fluffier quinoa variety with the most delicate flavor; ideal for baked goods and desserts.
- RiceSelect Tri-Color Quinoa Three-color quinoa blend (red, black, and white) with hearty, slightly chewier texture and nuttier flavor.
Companies that use RiceSelect
Customer profileSegments2 records
Ideal customer profiles2 records
RiceSelect technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
RiceSelect partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- How2RecyclecoreRiceSelect has partnered with How2Recycle to include easy-to-follow recycling instructions on their packaging. Nearly all RiceSelect plastic jars can be recycled through curbside recycling programs. This partnership supports the company's sustainability commitments and helps consumers properly dispose of packaging materials.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
RiceSelect competitors and assessment
Company assessmentDirect peers
- Lundberg Family Farms: Family-owned premium rice and grain brand specializing in organic and sustainably-grown specialty rice varieties. Directly comparable as a premium, certified, US-retail-focused branded rice business with similar product breadth (aromatic, organic, whole-grain).
- Lotus Foods: Specialty rice brand offering heirloom, organic, and pigmented rice varieties (e.g., Forbidden Rice, Jade Pearl) with sustainability certifications. Comparable as a premium, sustainability-positioned rice brand targeting natural and specialty retail channels.
- Seeds of Change: Organic rice and grain products brand (owned by Mars) with comparable organic certification and US grocery distribution. Comparable as a premium organic rice/grain brand sharing shelf space with RiceSelect.
- Bob's Red Mill: Premium specialty grains, rice, quinoa, and pasta brand with strong US grocery and natural-channel presence. Comparable on product breadth (grains, rice, pasta), premium positioning, and certification-led marketing (Non-GMO, Kosher, Gluten-Free).
- Alter Eco: Premium organic and fair-trade rice and grains brand with a sustainability-led proposition. Comparable to RiceSelect as a certified, premium-positioned specialty rice brand selling through US grocery and natural channels.
- TruRoots: Organic sprouted grain, rice, quinoa, and pasta brand with a similar product mix across rice, quinoa, and pasta formats. Directly comparable as a certified-organic multi-grain brand sold through US natural and grocery retail.
Emerging players
- Maharaja's Choice: Specialty basmati and aged rice brand focusing on Indian-origin aromatic rice. Comparable as a premium, aromatic-rice brand but with a more regionally concentrated product line.
Broad incumbents
- Success Rice: Owned by The J.M. Smucker Company, this is a leading US boil-in-bag rice brand with broad grocery distribution. Comparable as a major incumbent rice brand competing for the same US shelf space as RiceSelect.
- Near East: Established US brand (Quaker Oats / PepsiCo) offering couscous, pilaf, and grain blends. Comparable as a major branded competitor in the couscous and grain-blend subcategories within US grocery.
- Ben's Original (formerly Uncle Ben's): Owned by Mars, Inc., Ben's Original is one of the largest US rice brands. Comparable as a major incumbent rice brand against which RiceSelect competes in the branded rice aisle of US grocery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
RiceSelect social profiles
Digital presenceRiceSelect compliance and trust
Trust signalCompliance5 records
RiceSelect financial estimates
Financial estimateRevenue estimate
Valuation estimate
RiceSelect leadership team
Management profileNumber of profiles
RiceSelect funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RiceSelect 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 RiceSelect
What does RiceSelect do?
RiceSelect manufactures and markets a portfolio of premium rice, quinoa, couscous, and orzo products under proprietary brands (Texmati, Jasmati, Royal Blend). The catalog includes Signature Line rice blends, specialty rice (Arborio, Sushi, Black, Jasmine, Basmati), organic variants, and complementary grains and pasta, sold primarily through U.S. retail grocery and online marketplaces (Amazon, Instacart).
Is RiceSelect a public or private company?
RiceSelect is a private company. It is classified as corporate owned and is currently operating.
When was RiceSelect founded?
RiceSelect was founded in 1977. It employs 101 to 250 people.
Where is RiceSelect based?
RiceSelect is headquartered in Houston, United States, in the North America region.
How does RiceSelect make money?
Two revenue lines are on record. Retail Grocery Sales are the primary driver. The others are E-commerce Marketplace Sales.
Who are RiceSelect's main competitors?
Direct peers on record are Lundberg Family Farms, Lotus Foods, Seeds of Change, Bob's Red Mill, Alter Eco and TruRoots. Maharaja's Choice is listed as an emerging player. Broad incumbents are Success Rice, Near East and Ben's Original (formerly Uncle Ben's).
Does RiceSelect have an API?
No public API is recorded for RiceSelect.
What industry is RiceSelect in?
RiceSelect's product category is Specialty Rice and Grains. Its primary akta.pro industry code is AFAKABAE, Rice & Grain Processing (milling, polishing, parboiling, blending), with a secondary code of AFAKABAK, Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains). Its NAICS code is 311212 and its SIC code is 2040.