Cypress, C.A. – July 13, 2015 — LT Foods Americas, the company that makes ROYAL®, the #1 selling Basmati Rice brand in the U.S., announced today that it will launch its new organic brand ecoLife® in select Sam’s Club locations on August 1st. The ecoLife product portfolio will include authentic rice, beans, ancient grains and seeds sourced from their country of origin. One hundred Sam’s Club stores will carry the 4LB Organic ecoLife Quick Cook Authentic Brown Basmati Rice. What differentiates this brand of organic brown rice is its reduced cooking time of just 12 minutes, a convenient alternative to the 40 minutes normally required to prepare brown rice.

This offering supports Sam’s Club’s increased focus on health and wellness-oriented consumers through products that provide convenience without sacrificing better nutrition. “Organic is the new norm,” said Peter T. O’Grodnick, Senior Category Buyer. “Our Members look to us for healthy options. More than ever, we are able to offer clean labels that not only taste good but we are also able to save them money compared to a traditional Health Food Retail outlet. The ecoLife Organic Basmati Rice is a perfect example and one of many options our members will be happy to find within the club.”

“We are excited about introducing ecoLife to the mass market by partnering with Sam’s Club. We believe that we are creating excitement in the rice category by offering a premium, organic and authentic basmati dining experience that delivers taste and nutrition in 12 minutes,” said Abhinav Arora, President of LT Foods Americas.

Quick Cook Provides Same Nutritional Benefits

Even though the ecoLife brown basmati rice cooks in 12 minutes, it does not lose its nutritional value as compared to the slow variety. The quick cook version uses scarified rice, which is raw rice that has been scratched so that the grains are rubbed against each other, allowing for rapid water absorption during the cooking process. The main consumer benefit is thus the ability to make a healthy meal even when you are in a hurry.

About ecoLife

At ecoLife, we are deeply committed to bringing you and your family delicious and healthy premium organic products, grown in strict accordance with USDA Organic and Non-GMO Project Verified standards. Our authentic rice, beans, ancient grains and seeds are sourced from their country of origin and sustainably raised by over 100,000 registered organic farming families who we are proud to call our partners. To help empower and improve their daily lives, we provide our farming communities with assistance and free education in current social, economical and environmental best practices. It’s a relationship and a way of doing business that truly sets us apart. Good for people. Good for the planet. Live the ecoLife™.

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