SunFoods
SunFoods, LLC is a U.S. packaged-food CPG operator that markets and distributes the Hinode brand of premium rice — including Calrose, Brown Jasmine, and Black Rice varieties — through retail grocery and food-service channels across America, targeting home cooks, restaurants, and health-conscious consumers.
- Company typePrivate
- Founded-
- HeadquartersWoodland, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What SunFoods does
SunFoods, LLC is a U.S. packaged-food consumer packaged goods (CPG) operator that markets and distributes the Hinode brand of rice products for retail and food-service customers. The company is headquartered in Woodland, California, and sells a focused three-SKU portfolio spanning Calrose white medium-grain rice (everyday cooking), Brown Jasmine rice (low-sodium, health-positioned), and Black Rice (a 100% whole-grain superfood pitched for antioxidant and nutrient content). All three SKUs are marketed on a gluten-free and cholesterol-free platform, with the brown and black variants additionally positioned as 100% whole grain.
The underlying product is conventional packaged rice rather than a technology platform; differentiation rests on varietal selection, sourcing authenticity messaging, and an educational content layer (recipes, cooking tips, nutritional information) hosted on hinode.us to support consumer engagement. SunFoods does not appear to operate proprietary processing technology or a direct-to-consumer e-commerce fulfillment model — the website routes to 'Where to Buy' and 'Shop Now' retail partners rather than fulfilling orders itself.
The business model is retail and food-service CPG distribution: SunFoods generates revenue by selling packaged rice through mainstream U.S. grocery retailers and food-service channels, with go-to-market executed via in-store shelf placement and a brand-website content-marketing funnel rather than direct e-commerce. Target customer segments identified in the source are home cooks (primary), restaurant owners and chefs, and nutritionists/health professionals who recommend the product to clients. No pricing, revenue, headcount, or funding data is disclosed in the available material.
SunFoods firmographics
Firmographics- Name
- SunFoods
- Legal name
- SunFoods, LLC
- Website
- https://hinode.us
- Company type
- Private
- Operating status
- Operating
- Short description
- SunFoods, LLC is a U.S. packaged-food CPG operator that markets and distributes the Hinode brand of premium rice — including Calrose, Brown Jasmine, and Black Rice varieties — through retail grocery and food-service channels across America, targeting home cooks, restaurants, and health-conscious consumers.
- Ownership category
- akta.pro rank
SunFoods industry classification
Industry- Product category
- Packaged Rice
- NAICS
- Starch and Vegetable Fats and Oils Manufacturing (31122)
- SIC
- Grain Mill Products (2040)
- akta.pro primary industry
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)
- akta.pro secondary industry
- Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)
Keywords
Where SunFoods is headquartered
LocationHeadquarters
- HQ city
- Woodland
- HQ country
- United States
- HQ region
- North America
Markets served
SunFoods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Retail Rice Sales: Hinode Rice generates revenue through consumer packaged goods sales via retail distribution channels. Products are sold through grocery stores and food retailers to end consumers, with revenue driven by product volume and premium positioning.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
SunFoods product offering
Product offeringCore offering
SunFoods, LLC markets and distributes Hinode-branded packaged rice products, including Calrose Rice, Brown Jasmine Rice, and Black Rice varieties. The company sells these finished consumer food products through retail and foodservice channels to households and food preparation customers.
Product overview
SunFoods operates as a food products company under the Hinode Rice brand. The product portfolio consists of three premium rice varieties: Calrose Rice (white medium grain), Brown Jasmine Rice, and Black Rice. These products are positioned as quality culinary ingredients for home cooks and restaurant professionals, with the brand emphasizing authentic texture, nutritional benefits, and traditional cooking techniques.
Differentiator
Problem solved
Functional benefit
Products and services
- Hinode Calrose Rice Hinode-branded Calrose Rice marketed and distributed by SunFoods as a packaged rice product for retail and foodservice customers seeking a versatile everyday rice variety.
- Hinode Brown Jasmine Rice Hinode-branded Brown Jasmine Rice marketed and distributed by SunFoods as a packaged specialty rice variety for retail and foodservice customers.
- Hinode Black Rice Hinode-branded Black Rice marketed and distributed by SunFoods as a packaged specialty rice product for retail and foodservice customers seeking a distinctive rice variety.
Companies that use SunFoods
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
SunFoods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
SunFoods partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights4 records
SunFoods competitors and assessment
Company assessmentDirect peers
- Riviana Foods: Privately held US rice marketer (subsidiary of Ebro Foods) owning category-leading brands Mahatma, Success, Carolina, and Blue Ribbon. Directly comparable as a packaged rice CPG with broad grocery distribution and a multi-SKU portfolio.
- RiceSelect: Specialty rice brand offering blends like Texmati and Jasmati. Comparable as a premium packaged rice CPG with a portfolio of differentiated varieties sold through grocery retail.
- Lundberg Family Farms: Family-owned California-based producer of organic and specialty rice varieties (brown basmati, jasmine, black, wild blends). Highly comparable on product mix (premium/whole-grain rice), geography (California), and natural/gluten-free positioning.
- Lotus Foods: Specialty rice CPG focused on heirloom and sustainable varieties including Forbidden Rice, Bhutanese Red, and Brown Jasmine. Directly comparable on premium specialty rice positioning and health/sustainability value proposition.
- Koda Farms: California-based rice producer specializing in premium Japanese-style varieties (Koshihikari, Shoji). Comparable as a regional California rice CPG competing in the same premium/specialty segment as Hinode.
Broad incumbents
- House Foods: Japanese-origin CPG company with US presence in tofu, Asian noodles, and rice products. Adjacent comparable as an Asian-heritage packaged food brand with US grocery distribution.
- Riceland Foods: Large US rice farmer cooperative producing packaged consumer rice as well as bulk ingredients. Comparable as a multi-channel rice CPG, but operates at significantly greater scale and serves both retail and industrial foodservice.
- Annie Chun's: Pan-Asian packaged food brand including rice and noodle bowls sold in mainstream US grocery. Adjacent comparable in the Asian-heritage packaged rice/meal category.
Emerging players
- Wonderful Rice: Rice brand within The Wonderful Company's portfolio of California-grown consumer packaged goods (alongside POM Wonderful, Wonderful Pistachios). Comparable as a California-grown premium CPG leveraging regional provenance in grocery.
- Bob's Red Mill: US natural/grain-based CPG brand with broad portfolio of whole grains, flours, and rice varieties. Comparable on premium whole-grain positioning and natural foods retail channel, though broader in category scope.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
SunFoods social profiles
Digital presenceSunFoods financial estimates
Financial estimateRevenue estimate
Valuation estimate
SunFoods leadership team
Management profileNumber of profiles
SunFoods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SunFoods 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 SunFoods
What does SunFoods do?
SunFoods, LLC markets and distributes Hinode-branded packaged rice products, including Calrose Rice, Brown Jasmine Rice, and Black Rice varieties. The company sells these finished consumer food products through retail and foodservice channels to households and food preparation customers.
When was SunFoods founded?
SunFoods was founded in -1.
Where is SunFoods based?
SunFoods is headquartered in Woodland, United States, in the North America region.
How does SunFoods make money?
One revenue line is on record: retail Rice Sales.
Who are SunFoods's main competitors?
Direct peers on record are Riviana Foods, RiceSelect, Lundberg Family Farms, Lotus Foods and Koda Farms. Broad incumbents are House Foods, Riceland Foods and Annie Chun's. Emerging players are Wonderful Rice and Bob's Red Mill.
Does SunFoods have an API?
No public API is recorded for SunFoods.
What industry is SunFoods in?
SunFoods's product category is Packaged Rice. Its primary akta.pro industry code is AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads), with a secondary code of AFAKAIAK, Rice Cakes & Grain Snack Manufacturing. Its NAICS code is 31122 and its SIC code is 2040.