RightRice, a San Francisco, CA-based vegetable rice grain brand, closed $5.5m funding round.
The round was led by Strand Equity with participation from from Accel Foods and a network of investors in food, retail, music, media, sports and entertainment including Ashley Graham, Karlie Kloss, Kris Jenner, Wesley Pentz (Diplo), Molly Sims, Jillian Michaels and Ryan Tedder. CPG entrepreneurs, founders and industry veterans who invested include Gary Friedman (Restoration Hardware, CEO), David Lee (Impossible Foods, COO), Gary Vaynerchuk (VaynerMedia, CEO), Joey Zwillinger (Allbirds, co-founder), Dave Gilboa (Warby Parker, co-founder), Andrew McInnes (TMWRK, CEO) and Jay Brown (Roc Nation, CEO).
The company intends to use the funds to continue to expand operations and its reach.
Launched in 2019 by popchips founder and former CEO Keith Belling, RightRice is a shelf stable vegetable grain with a blend of over 90 percent nutritious vegetables coming in Original and three savory, already seasoned flavors.
It is available exclusively in Whole Foods Markets nationally and on Amazon.com.