Riviana Foods - Pasta Brands

What Riviana Foods - Pasta Brands does

Riviana Foods Inc. is the largest processor, marketer, and distributor of branded and private label rice products in the United States and the world's largest marketer of wild rice. The company operates as a wholly-owned subsidiary of Ebro Foods, S.A., a Spanish conglomerate and global leader in the rice sector with operations in more than 80 countries. Riviana's core product portfolio spans multiple consumer brands including Minute (instant rice cups and quick-cooking rice), RiceSelect (premium jarred rice, couscous, quinoa, and specialty grains including Texmati, Jasmati, Arborio, and Sushi varieties), Success, Mahatma, Carolina, Tilda, and Blue Ribbon.

The underlying technology base is industrial rice processing supplemented by Individual Quick Frozen (IQF) technology, which individually freezes food items to extend shelf life and reduce waste. The company also maintains specialized expertise in wild rice processing, an aquatic grass native to North America (Minnesota, California, and Canada). Manufacturing operations span a network of facilities in the USA and Canada, supporting national distribution.

Revenue is generated through five primary streams: branded retail rice products sold through grocery chains; private label manufacturing with custom packaging solutions; food service supply to restaurants and institutions; industrial bulk sales to food manufacturers; and export to North America, Africa, Europe, and Asia. The go-to-market combines direct retail distribution (Ralphs, Walmart, Food 4 Less, Foods Co), direct sales to food service and industrial accounts, and wholesale/export distribution through the Ebro Foods global network. Customer segments span retail consumers (primary), food service operators, private label retailers, industrial buyers, and international markets. Pricing is not publicly disclosed and is presumably negotiated by channel and contract.

Name

Riviana Foods - Pasta Brands

Legal name

Riviana Foods Inc.

Website

https://riviana.com

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Riviana Foods is America's largest processor, marketer, and distributor of branded and private label rice products and the world's largest marketer of wild rice. Operating as a wholly-owned subsidiary of Ebro Foods, it serves retail consumers, food service, industrial, and export markets.

Ownership category

akta.pro rank

Product category

Packaged Rice and Grain Products

NAICS

Food Manufacturing (311), Cookie, Cracker, and Pasta Manufacturing (31182), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), All Other Food Manufacturing (31199)

SIC

Food And Kindred Products (2000), Wholesale-Groceries & Related Products (5140), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

International & Ethnic Packaged Foods (CRADAAAG)

akta.pro secondary industries

Ethnic & International Foods Wholesale Distribution (CRAOAAAJ), Ethnic Groceries & Shelf-Stable Foods Wholesale (AFAIAIAA), Ethnic Frozen & Refrigerated Foods Wholesale (AFAIAIAB), Ethnic & International Foods Distribution (CRAOABAG)

Keywords

• Branded rice products
• Wild rice processing
• Private label manufacturing
• IQF frozen technology
• Food service distribution

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Branded Rice Products: Sale of proprietary rice brands including Minute, Success, Mahatma, Carolina, RiceSelect, and Tilda through retail grocery channels.
2. Private Label Manufacturing: Custom packaging solutions for private label customers with extended range of sizes and different types of materials. Specialized team works with customers to find perfect packaging solutions.
3. Food Service: Products and solutions for food service industry including restaurants, institutions, and commercial kitchens.
4. Industrial Sales: Bulk and industrial rice products for manufacturing and processing companies.
5. Export: Export of rice products and IQF items to North America, Africa, Europe and Asia.
6. Grains and Specialty Products: Pulses, quinoa, wild rice, ready-to-eat flour, and other grain products.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Riviana Foods is America's leading rice company and the world's largest marketer of wild rice, producing, marketing, and distributing branded and private label rice, grains, and specialty food products. Its portfolio includes consumer brands (Minute, Success, Mahatma, Carolina, RiceSelect, Tilda, Blue Ribbon) sold through retail grocery, plus B2B offerings in IQF frozen rice, wild rice, quinoa, pulses, ready-to-eat flour, private label manufacturing, food service supply, and industrial bulk sales with export to 80+ countries via parent Ebro Foods.

Product overview

Riviana Foods is America\'s leading rice company and a wholly-owned subsidiary of Ebro Foods, operating as a diversified food manufacturing and distribution company. The product portfolio consists of multiple consumer rice brands including Minute (instant rice cups and quick-cooking products), RiceSelect (premium BPA-free jarred rice and grains including Arborio, Royal Blend, Jasmati, Texmati, Sushi Rice, plus couscous and quinoa), Success, Mahatma, Carolina, Tilda, and Blue Ribbon. Beyond branded products, the company offers IQF (Individual Quick Frozen) technology, wild rice (the world\'s largest marketer), quinoa, pulses, private label manufacturing, and industrial sales. The diverse brand portfolio provides solutions ranging from quick meal shortcuts to gourmet culinary exploration, serving household, foodservice, and industrial markets.

Differentiator

Problem solved

Functional benefit

Brands

• RiceSelect Arborio Rice: Premium Arborio rice for risotto and Italian dishes.
• RiceSelect Royal Blend Rice
• RiceSelect Pearl Couscous
• RiceSelect Texmati Rice
• RiceSelect Jasmati Rice
• RiceSelect Sushi Rice

Products and services

• Minute (instant rice brand) A leading instant rice brand offering quick-cooking rice products including single-serve Minute Rice Cups with cooking times of 3-10 minutes for convenient household meal preparation.
• Success (rice brand) A rice brand offering instant and quick-cooking rice products for convenient household meal preparation.
• Mahatma (rice brand)
• Carolina (rice brand)
• RiceSelect (premium rice and grain brand) A premium rice and grain brand offering high-quality varieties (Arborio, Royal Blend, Jasmati, Texmati, Sushi Rice), plus couscous, Pearl Couscous, Orzo, and quinoa products in BPA-free jars for retail consumers and culinary exploration.
• Tilda (premium rice brand)
• Blue Ribbon (rice brand)
• Wild Rice
• Quinoa
• Pulses
• Individual Quick Frozen (IQF) Rice and Food Products
• Private Label Manufacturing Services
• Industrial Sales (Bulk Rice and Grain Products)
• Food Service Supply
• Export Distribution

Quantifiable outcome

• Over 250 million pounds of produce delivered by CAFB's Farm to Family program (the initiative Riviana supports)
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Feeding San DiegocoreStrategic or Co-development Partner · 13 February 2025As part of the Jars of Hope program celebration, Riviana presented Feeding San Diego with more than 15,000 lbs of rice products. Feeding San Diego is one of California's food bank network recipients of Riviana's food insecurity relief efforts.
• Los Angeles Regional Food BankminorStrategic or Co-development Partner · 1 February 2025To help feed those displaced and impacted by wildfires, Riviana provided a major product donation to the Los Angeles Regional Food Bank. Combined with Feeding San Diego donations, total product donation exceeded 23,000 lbs valued at more than $100,000.
• California Association of Food Banks (CAFB)coreStrategic or Co-development Partner · 2 October 2024Riviana Foods and CAFB teamed up through the 'Jars of Hope' initiative to fight hunger in California. For every RiceSelect jar sold at California retailers (Ralphs, Food 4 Less, Foods Co, Walmart) between October 14-November 10, 2024, Riviana donated $1 to CAFB (minimum $25,000, maximum $75,000). The campaign supports CAFB's Farm to Family program which recovers produce that would otherwise be lost and donates it to food banks. CAFB's Farm to Family delivered more than 250 million pounds of produce to food banks last year.
• Ebro FoodscoreOthersRiviana Foods is a wholly-owned subsidiary of Ebro Foods, the world leader in the rice sector. Ebro Foods operates across the globe through its extensive network of subsidiaries and brands in more than eighty countries spanning Europe, North America, Asia and Africa. As part of the Ebro Group, Riviana has access to a worldwide network of raw material sourcing.
• Mercy ChefsminorStrategic or Co-development PartnerRiviana Foods partners with Mercy Chefs for food relief efforts.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bob's Red Mill: Bob's Red Mill is a major US branded grains, rice, pulses, and specialty flour company with comparable retail breadth and a similarly diversified branded portfolio. It competes with Riviana's RiceSelect quinoa, couscous, pulses, and ready-to-eat flour lines.
• SunRice: SunRice is Australia's largest branded rice company, with a portfolio of branded and private label rice products exported globally. It competes directly with Riviana in export markets and mirrors its multi-brand + private label + food service strategy.
• Barilla Group: Barilla is the world's largest pasta company and a major branded grains/culinary player with significant US presence. Given Riviana's 'Pasta Brands' positioning (including orzo and couscous), Barilla is a directly comparable peer in pasta-adjacent grain categories.
• KRBL Limited (India Gate): KRBL's India Gate is a leading global basmati rice brand with branded, private label, and industrial offerings. It is a direct competitor to Riviana's Tilda premium basmati sub-brand and exports into overlapping US and international accounts.
• Lundberg Family Farms: Lundberg is a leading US premium and organic rice/wild rice/grain brand with strong natural foods retail presence. It competes with Riviana's RiceSelect premium line in specialty, organic, and gourmet retail channels.
• Iberia Foods: Iberia Foods is a US-based ethnic/branded rice and Hispanic foods company serving retail and food service with beans, rice, and grains. It competes with Riviana's ethnic and specialty product lines in similar grocery and food service accounts.
• Mars Food (Ben's Original / Uncle Ben's): Mars Food's Ben's Original is the largest US branded rice competitor with broadly similar retail, food service, and international distribution. It competes head-to-head with Riviana's Minute, Mahatma, Success, and Carolina in the same grocery aisles and food service accounts.

Broad incumbents

• General Mills: General Mills' Old El Paso, Rice-A-Roni, and Progresso lines overlap with Riviana's branded rice, grain, and convenience meal offerings. It is a broader CPG incumbent rather than a pure-play rice competitor.
• Ebro Foods, S.A. Ebro Foods is Riviana's parent company and the global rice and pasta sector leader, operating across 80+ countries. While it is the parent, its broader rice and pasta portfolio (including other regional subsidiaries) overlaps directly with Riviana's products in international markets.

Others

• McCormick & Company: McCormick is a leading global spice, seasoning, and rice/meal-solutions brand. It is an adjacent/ecosystem peer — its flavored rice mixes and seasonings compete for the same consumer meal occasions as Riviana's branded rice portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCIi9MD2wLhG_et2bvik9RvQ
• LinkedInlinkedin.com/company/riviana-foods-inc.-usa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Riviana Foods - Pasta Brands