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Popchips founder shakes up rice category with new, shelf-stable vegetable rice

RightRice RightRice-paella-breakfast-bowl-promo.jpg
Keith Belling’s RightRice closes on $5.5 million funding round for product launched exclusively through Amazon, Whole Foods.

RightRice, the delicious breakthrough vegetable rice grain that’s packed with the power of vegetables, announced Monday the closing of $5.5 million in funding with a minority investment led by Strand Equity.

RightRice is the first-of-its-kind shelf stable vegetable grain with a blend of over 90 percent nutritious vegetables that delivers on both taste and nutrition, and comes in original and three savory, already seasoned flavors.

Every bowl of RightRice has more than double the protein, five times the fiber, and almost 40 percent fewer net carbs than a bowl of white rice. All ingredients are natural, vegan and non-GMO, according to the company.

RightRice 4 Bag Lineup“RightRice is redefining a massive category that has seen little or no innovation, and is one of the most compelling brands and product propositions we’ve seen. We were excited for the chance to invest in Keith, who has proven to be an innovator and category creator,” said Seth Rodsky, co-founder and managing partner of Strand Equity.

The investment also includes the participation of an influential network of investors in retail, music, media, sports and entertainment. Investors from the natural foods and products world include David Lee, chief operation officer of Impossible Foods, and Joey Zwillinger, co-founder of Allbirds, a certified B Corp that makes shoes from natural materials.

“We are thrilled that Seth Rodsky and Strand wanted to lead our round, and that so many tastemakers and industry leaders shared my vision for RightRice. The funding and support of such a talented and influential network of investors will help drive RightRice’s growth and mission to transform the rice category,” said founder Keith Belling, who founded Popchips and was its chief executive officer.  

RightRice, which launched this year, is headquartered in San Francisco, California. As one of the first brands to launch in collaboration with Whole Foods Market and Amazon, the product is available exclusively through those retailers.

Source: RiceRight

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