The company’s roots date from 1937 when Albert and Frances Lundberg decided to leave Nebraska and move to California where the soil was a lot more fertile and suitable for farming. Later, in the 60’s Albert’s 4 sons Wendell, Homer, Eldon and Harlan realized the need to sell the rice they were growing directly to the public, because it was grown naturally in contrast to the mass produced rice. The people appreciated the opportunity to make a healthier choice for themselves and thus Lundberg Family Farms was born. Today, more than 75 years later, the third and fourth generation of family members are carrying on the work of their predecessors by utilizing eco-friendly farming methods to produce nutritious, healthful, non-GMO rice-featuring products for everybody.