Matt Alonso Appointed Chief Operating Officer of SunFoods, LLC

September 13, 2010

WOODLAND, Calif., Sept. 13 /PRNewswire/ — SunFoods, LLC announced today that Matt Alonso has been named Chief Operating Officer of the U.S. operation as it continues its expansion under the HINODE brand name. Matt will report directly to current CEO, Thomas Atkinson II, and oversee the operations based in Woodland, CA. Matt comes to SunFoods, LLC after 14 years with Pacific International Rice Mills, LLC (PIRMI) and Busch Agricultural Resources Inc. Over the last five years, Matt has acquired extensive operations and marketing experience in the rice industry as General Manager of PIRMI’s Woodland, CA manufacturing plant.

SunFoods, LLC has invested heavily in the latest manufacturing technology and has grown its retail distribution of HINODE rice products to include fragrant rices, microwavable 90 second rice and thin rice and corn cakes. “Matt is a rising star in the California rice industry and the SunFoods board believes he will spearhead our goal to lead the rice category in innovation,” says current CEO Tom Atkinson II.

As COO, Matt will work with the SunFoods team to manage the growing demands of its domestic HINODE rice brand and international medium grain rice consumers. “I am eager to join the SunFoods team and contribute to the development of the HINODE rice brand throughout the United States,” says Matt Alonso. He adds that “HINODE is recognized and respected as a leading medium grain Calrose brand in the U.S. rice industry. The SunFoods partnership brings a wealth of international experience and leadership which will support our vision for expansion.”

Established in the 1934, the HINODE brand is owned by SunFoods, LLC with headquarters in Woodland, California. SunFoods, LLC was formed in October 2008 as a joint venture between Australian based Ricegrowers Limited (trading as SunRice) and local California rice farmers. HINODE has grown its distribution throughout the Northwest, Southwest and Hawaii with a full line of rice varieties that are sold under a single brand name. HINODE is widely known for its top selling medium grain rice sold in a bright yellow bag and long grain brown rice sold with a resealable zipper.

SunRice is the third largest rice foods company in the world with a global footprint supplying quality dry rice and value added products to approximately 60 countries around the world. Over the last two years, the SunFoods, LLC joint venture has invested heavily in the HINODE rice brand with trade promotions and advertising. Through the combined purchasing volume of all SunRice subsidiaries, the HINODE brand sources quality rice products at competitive rates from around the world.


Source: newswire

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