NutraCea sees interest in whole grain rice cereal

by Eric Schroeder
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PHOENIX — NutraCea announced it has received purchase orders totaling $660,000 for whole grain rice cereal and other line extension cereal products from a private label customer. The customer, which NutraCea has declined to name, ranks as one of the top five supermarket chains in the country, with more than 1600 retail outlets. The order is expected to be shipped and booked in the current quarter and follows an initial order for the baby rice cereal line that was shipped and booked in the fourth quarter of 2006. "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, senior vice-president of NutraCea. "We are delighted that our customer is happy with our product and as a result has requested line extensions as part of this order. In addition, we are currently discussing several other line extensions in this category, which include single and mixed grain cereals with the addition of fruits."

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