Rice bran manufacturer NutraCea has secured a contract to supply one of the top five US grocers with cereal products.
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The company said that the deal means it will supply the unnamed grocer with a whole grain rice cereal and other line extensions. The move comes as NutraCea looks to expand its private label production.
The agreement is an extension of a previous order for baby rice cereal, which was shipped and booked last last year. The new deal, NutraCea revealed, is worth US$660,000 and is expected to be booked in the current quarter.
“Our product stands up against any national brand baby cereal in terms of price, taste, and integrity and is a great value for the consumer,” said Margie Adelman, SVP of NutraCea. “We are currently discussing several other line extensions in this category, which include single and mixed grain cereals with the addition of fruits.”
The group said that it views the provision of private label foods as an important growth opportunity, one that it hopes to capitalise on in the future.
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