Besides increasing rice's nutritional value, it also made it resistant to weevils and reduced cooking time. SICs: 2044 Rice Milling Company Perspectives: Rice is now right up there with pasta as America's favorite dish. Additionally, the converted rice product would retain more nutritional value. The company's filing status is listed as Withdrawn and its File Number is 0001952906 . Uncle Ben's is an American brand of parboiled rice and other related food products that was introduced by Converted Rice Inc., which is now owned by Mars, Inc. Its headquarters are in Denver Harbor, Houston, Texas. , This article is about the brand of rice. Gordon L. Harwell, an entrepreneur who had supplied rice to the armed forces in World War II, chose the name Uncle Ben's as a means to expand his marketing efforts to the general public. Wholly Owned Subsidiary of Mars, Inc. The brand was introduced by Converted Rice Inc., which is now owned by Mars, Inc. Its headquarters are in Denver Harbor, Houston, Texas.  According to Mars, Uncle Ben was an African-American rice grower known for the quality of his rice.  The name "Uncle Ben's" was criticized as racist as White southerners reportedly addressed Black men as "uncle", allegedly in order to avoid using Mr., In March 2007, Uncle Ben's image was "promoted" to the "chairman of the board" by a new advertising campaign.  In 1944, with additional financing from the Defense Plant Corporation and an investment by Forrest Mars, it built a second large plant. Every bag of rice sold gets reinvested into farming equipment for small holder farmers helping them … Rice Inc is a social enterprise fighting waste in the rice industry. But, before that happens, converted rice is parboiled before the rest of the processing is performed. Rice Converted, Inc's sole client was the US military which needed Converted Rice, Inc's rice to airdrop to troops throughout World War II as it was resistant to infestation. Add in any butter, oil, or seasoning you desire. Converted white rice needs about 20 minutes to cook. You want to ensure you don't overcook the rice, which can be easy to do. M. Newby (President, Director , Secretary, inactive)R. E. Barnes (Treasurer, Director , Vice President, inactive)K. O. Kollar (Director , Assistant Sec., inactive)I. M. Siegel (Assistant Sec., Assistant Treas., inactive)S. P. Labarbera (Assistant Sec., Assistant Treas., inactive), Agent:Ct Corp System350 N. St. Paul Street, Dallas, TX 75201 (Physical), Information on every company and professional organization, (President, Director , Secretary, inactive), (Treasurer, Director , Vice President, inactive), (Director , Assistant Sec., inactive), (Assistant Sec., Assistant Treas., inactive). M.C. American Rice, Inc. (ARI) knows a thing or two about its namesake foodstuff.  The brand's products are sold worldwide. Uncle Ben’s was founded as Converted Brand Rice by co-founders Erich Huzenlaub and Gordon Harwell, according to the brand’s website. You can get converted (instant rice) in most any variety including white, brown and even Basmati. Instant rice is rice which has been parboiled then re-dried … Then in 1946, Harwell's company, Converted Rice, Inc., brought this special rice to American consumers for the very first time using the familiar portrait of Uncle Ben as its trademark. Head to the diet generator and enter the number of calories you want. Make sure to fluff the rice; otherwise, it could become chewy or burnt. Monica Perrin, "Uncle Ben's closing old mill, moving operations to Mississippi", "Uncle Ben's has a new name: Ben's Original", Birth Certificate of "Erich Gustav Wilhelm August Louis Huzenlaub", http://www.mars.com/global/about-mars/history.aspx, "Houston-based Uncle Ben's to evolve its brand after Pepsi ditches Aunt Jemima", "The Advertiser's Holy Trinity: Aunt Jemima, Rastus, and Uncle Ben", "Uncle Ben's Changes To Ben's Original Amid Rebrand Of Racist Labeling", "Uncle Ben's orders up 100 per cent sustainable rice", "Uncle Ben's follows Aunt Jemima in move to phase out racial stereotypes in logos", "Uncle Ben's Vows to Upgrade 'Visual Brand Identity, "Uncle Ben's rice getting new name — Ben's Original", https://en.wikipedia.org/w/index.php?title=Uncle_Ben%27s&oldid=988644129, Name changes due to the George Floyd protests, Short description is different from Wikidata, Creative Commons Attribution-ShareAlike License, This page was last edited on 14 November 2020, at 11:56. References In 2020, Mars declared that the brand would be changed to "Ben's Original" in 2021. Uncle Ben's is a brand name for parboiled rice and other related food products. This type of rice is used frequently in Indian cooking. , In 1932, Forrest Mars Sr., moved to the United Kingdom with a remit to expand the Mars food company internationally. In 1942, through Mars's guidance and sponsorship, Huzenlaub created, together with Houston food broker Gordon L. Harwell, the company Converted Rice, Inc., which sold its entire output to the U.S. and British Armed Forces. Uncle Ben's rice has officially changed its name and logo. Williams, "The Nutritional Improvement of White Rice", British Patents 519,926 (10 April 1940) and 522,353 (17 June 1940); U.S.  In 1959, Forrest Mars purchased Erich Huzenlaub's interest in the company and merged it into his Food Manufacturers, Inc., Uncle Ben's milling plant was on the Houston Ship Channel until 1999, when it moved to Greenville, Mississippi.
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