Kellogg’s® Rice Krispies® launched in 1928 as a puffed rice
cereal with a unique feature – it “talked” in milk! Today, Rice
Krispies are still made with the same simple process and continue
to Snap! Crackle! and Pop! But these familiar sounds don’t happen
with just any rice.
The rice qualities needed to produce Rice Krispies are very specific.
We use a medium grain variety that puffs when cooked.
And, the rice must pass a rigorous testing protocol before it can
be approved for use in our cereal.
The rice kernel has to be the proper size. It must be a whole
kernel, without breaks or stress cracking. It must also be free of
chalk, as rice that has chalk or exhibits fissures will not produce
Rice Krispies. These characteristics are important to ensure we
provide the same product enjoyed for generations.
There are many imitators in today’s competitive cereal market,
but none equal to the original Kellogg’s Rice Krispies. We rely on
quality rice from our growers to maintain our competitive edge.
This helps us deliver a superior product to our consumers.
For that reason, our commitment to rice quality is deeply
rooted. We continue to build relationships with the farmers who
grow our grains – to learn about their growing practices, the sustainability
improvements they’ve made and how we can help
drive future improvements. We want growers to know that when
they buy our products, they are buying their own rice. It’s important
they understand their critical role in our success. So together,
we must work to promote rice sustainability – to ensure a quality
supply of rice in the future.
To that end, we partnered with Louisiana State University
AgCenter and the Louisiana Rice Mill to create a Master Rice
Grower program. The program aims to drive environmental
improvements in rice production and bolster social and economic
well-being among farmer communities. Along with our growers,
we are committed to rice quality, to provide products that nourish
and delight our consumers.
“We rely on quality rice from our growers to maintain our competitive edge. This helps us deliver a superior product to our consumers.”
– Dan Bigelow
FROM SEED TO SHIPPING
• Specific rice qualities are needed to
produce Rice Krispies.
• Kellogg Co. needs a whole kernel that
is free of chalk.
• Relationships with rice farmers are
important to Kellogg Co.
• Kellogg Co. helped create a Master
Rice Grower program.
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