RightRice® Closes $5.5 Million in New Financing


Popchips founder Keith Belling Looks to Propel the Growth of RightRice and Create a New Category of Vegetable Rice.

RightRice®, announced $5.5 million in funding with a minority investment led by Strand Equity. The investment also includes the participation of an influential network of investors in food, retail, music, media, sports and entertainment.

Created by popchips founder and former CEO Keith Belling, RightRice® recently launched exclusively in Whole Foods Markets nationwide and on Amazon as one of the first brands to launch in collaboration with both Whole Foods Market and Amazon.

RightRice® bills itself as a “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.

The partnership with Strand Equity seems to be a good fit. The firm is a leading growth equity group investing in the next generation of iconic consumer brands. Strand partners with emerging brands to scale their businesses through its marketing and operational expertise, as well as its extensive network of industry relationships.

Current and realized investments include Bai Brands, HIPPEAS, HUM Nutrition, Vita Coco, Dos Toros, Chopt, Youth To The People, and Wander Beauty. Accel Foods also participated in the financing.

 “For me, RightRice is more than just a great investment. It’s a chance for me to further the movement in plant-based eating. I’m thrilled to support Keith’s vision to reinvent a category,” said David Lee, COO of Impossible Foods (one of the celebrity investors).

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