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The rice division is the most international
business of the Ebro Puleva Group. It initially operated through
Herba, which was wholly taken over and turned into a division
of the Group in 2001.
Its origins date back to the middle of the last century. Félix
Hernández Barrera, a member of the founding family, installed
the first rice mill in Calahorra (La Rioja) in 1950. In 1960
the company installed in Seville what was then the largest rice
plant in Europe. From then on, the business grew rapidly, buying
up rivals in the growing areas of Spain (Extremadura, Valencia
and Tarragona), and it soon became the benchmark group in the
sector. In 1992 it took over Nomen and La Fallera.
It embarked on its international expansion in 1986, purchasing
majority shareholdings in companies in the sector in the United
Kingdom, France, Belgium, Holland and Italy, and set up Arrozeiras
Mundiarroz in Portugal. In 1999 it began its second international
expansion, with new establishments in Greece, Morocco, Germany,
Hungary and Denmark.
During 2003 and 2004, Ebro Puleva has given a strong impetus
to its international growth and expansion strategy, making several
acquisitions of companies and leading brands throughout Europe
(Germany, Austria, Denmark, United Kingdom, Hungary and Finland)
and the United States.
Within this process, in 2004 it bought up Riviana Foods, Inc,
the leading company on the US rice market. Apart from marketing
the most sold rice brands in North America, Riviana has one
of the most extensive distribution networks in the United States
and is also present in Central America.
As a result, Ebro Puleva is now the leading rice group worldwide,
with leadership positions in Europe and the United States.
In 2005 Ebro Puleva closed a deal to buy Panzani, one of the
leading food enterprises in France, with the rice brands Lustucru®
and Taureau Ailé®, well known on the French market.
Its most representative brand names in Spain are Brillante,
La Cigala, Nomen and La
Fallera, among others. Beyond our borders, the most
important brands are Oryza, Reis Fit,
Reis Fix, Bosto, Riceland,
Risella, Mahatma, Success,
Carolina, Gourmet House, Lustucru®
and Taureau Ailé®, among others.
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