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May 22, 2019

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When sales of M&Ms hit a record high, forrest Mars started a new business because he saw a new process in the rice market that seemed to have a lot of potential. The owner of a rice mill has invented a "half-cooked" process that makes the grain more nutritious. Forrester's idea that the rice could be sold under a specific brand and sold at a higher price was rather avant-garde at the time. However, he went ahead with the project and began working on the technology to make the rice. Finally, he named it Uncle Ben's Rice, after the owner of the Rice mill. In 1999, the rice product brought Mars about $400 million in revenue.

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