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Now you can have your rice, and eat your veggies, too. All thanks to RightRice, a breakthrough vegetable rice grain that’s packed with the power of vegetables. RightRice, the latest venture by Keith Belling, the founder and former CEO of popchips, launched just last Friday nationwide in Whole Foods Markets and on Amazon.

“I always loved rice, but the empty calories, all the carbs, and that mystery packet of seasoning started to keep me from eating it as much as I wanted to,” Belling said. “When I realized I wasn’t the only one, I decided to do something about it. Just as my passion for snacking inspired me to create popchips, I thought I could come up with a way to create a more nutritious rice.”

With that in mind, Belling assembled a team of fellow rice lovers and set out on a mission to create a shelf-stable vegetable rice grain — the first-of-its-kind — loaded with nutrient-packed vegetables. He kept at it, blending different vegetables until they got it just right with a combination of lentils, chickpeas, green peas, and a bit of rice. High Protein. High Fiber. Way lower carbs. Delicious and easy to cook in about 10 minutes. And it comes in a variety of flavors, including Original, Lemon Pepper, Spanish and Garlic Herb.

Headquartered in San Francisco, Belling leads a small, nimble team that’s been working closely together to bring their vision for RightRice to life.

“We have about five team members — we’re small, focused and very collaborative,” Belling told ForceBrands. “Everyone is so excited to be bringing such meaningful, and much needed innovation to the rice aisle.”

The team at RightRice is happy to say that we can all eat more rice again. Including kids in schools where they’re looking forward to sharing nutrition by the delicious bowlful.

You can find RightRice in the rice aisle nationwide at  Whole Foods Markets and on Amazon.

Interested in working at an innovative food brand like RightRice? Explore our specialized FoodForce division.