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Right Rice produces a vegetable-based grain, offering a healthier alternative to traditional rice. Its product line, including rice and risotto, is crafted from vegetables like lentils and chickpeas. This innovative approach yields a product with increased protein, more fiber, and fewer net carbohydrates than conventional rice, allowing consumers to enjoy a familiar staple with enhanced nutritional benefits.
Keith Belling, known for co-founding Popchips, established Right Rice in 2017. Belling was driven by a personal desire for a more nutritious rice option. He identified a market need for a staple food offering rice's texture and versatility but without its typical high carbohydrate and low nutritional values, leading him to develop this vegetable-based alternative.
Right Rice targets health-conscious consumers seeking nutritious, plant-based meal components. The company’s vision focuses on transforming conventional staples into more beneficial food choices, contributing to a healthier food system. They aim to make nutritious eating accessible by providing familiar, yet nutritionally superior, alternatives for everyday meals.
Right Rice has raised $6.0M across 1 funding round.
Right Rice has raised $6.0M in total across 1 funding round.
Right Rice has raised $6.0M in total across 1 funding round.
Right Rice's investors include B Capital Group, Gabriel Ruimy, Blueberry Ventures, Brkfst Club, Broadway Angels, Cowboy Ventures, CVentures, Andrew Wheeler, Imaginary Ventures, Khosla Ventures, Kindred Ventures, Klossy.
Right Rice has raised $6.0M across 1 funding round. Most recently, it raised $6.0M Series U in March 2019.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 1, 2019 | $6M Series U | — | B Capital Group, Gabriel Ruimy, Blueberry Ventures, Brkfst Club, Broadway Angels, Cowboy Ventures, Cventures, Andrew Wheeler, Imaginary Ventures, Khosla Ventures, Kindred Ventures, Klossy, Kombo Ventures, Marcy Venture Partners, National Grid Partners, OurCrowd, S2G Ventures, Samsung Next Ventures, Sherpa Ventures, Shine Capital, Slow Ventures, SLVC, Vayner RSE, Alice Lloyd George, Chris M. Willliams, Karl Jacob, Marissa Mayer, Noah Pickholtz, Rachel ZOE, Shervin Pishevar, William Mougayar | Announced |
RightRice is a food technology company that produces a shelf-stable, vegetable-based rice alternative designed to offer superior nutrition compared to traditional rice. Its product is made from a blend of lentils, chickpeas, peas, and rice, delivering more than double the protein, five times the fiber, and nearly 40% fewer net carbs than white rice. RightRice serves health-conscious consumers seeking convenient, nutritious, and tasty grain options and has gained significant retail presence nationwide, including Whole Foods, Amazon, Kroger, Sprouts, and Wegmans[1][2][3].
Founded by Keith Belling, co-founder of Popchips, the idea for RightRice emerged from a desire to create a rice product with better nutritional value but similar taste and cooking convenience. Launched nationally in 2019, RightRice quickly expanded its distribution and product line, selling over one million bags and reaching nearly 5,000 retailers across the U.S. The company’s early traction was marked by its exclusive launch with Whole Foods and Amazon, followed by broader retail expansion[1][2][4].
RightRice rides the growing trend of plant-based, health-focused food alternatives responding to consumer demand for nutritious, convenient, and sustainable options. The timing aligns with increasing awareness of diet-related health issues and a shift toward plant-forward eating. By reinventing a staple like rice with enhanced nutrition and minimal compromise on taste or convenience, RightRice influences the broader food ecosystem by expanding consumer choices and encouraging innovation in staple foods[2][5].
Looking ahead, RightRice is positioned to capitalize on rising consumer interest in plant-based and functional foods. Continued product innovation, expanded distribution channels, and potential new flavor lines or formats could drive growth. As dietary trends evolve toward more sustainable and nutrient-dense foods, RightRice’s influence may grow, potentially inspiring further reinvention of traditional staples. Its success underscores the opportunity for technology-driven food companies to reshape everyday eating habits while addressing health and sustainability concerns[2][5].
This innovative approach to a global staple ties back to RightRice’s mission to deliver health, convenience, and taste in one accessible product, redefining what rice can be for modern consumers.
