CHICAGO — Ben’s Original™, a rice brand owned by Mars, Incorporated, announced a partnership on March 23 with Major League Baseball player Ben Rice. The initiative aims to support childhood hunger relief efforts. The campaign is being carried out in collaboration with nonprofit organization No Kid Hungry. It will run throughout the baseball season. The effort ties on-field performance to meal donations. It also promotes the brand’s portfolio of ready-to-eat rice products across U.S. households.
The collaboration centers on a donation initiative. It aims to provide access to up to 22,000 meals for children facing food insecurity. The figure is inspired by Rice’s jersey number, 22. According to the announcement, additional contributions will be made. These will depend on the player’s performance during the season.
Ben’s Original has operated for more than 70 years. It produces a range of packaged rice products. These include single-serve cups, ready rice, and globally inspired meals. The company positioned the partnership as a way to connect its core product categories with broader social impact initiatives. These categories include convenient, shelf-stable grains and meal solutions.
According to Ben Rice, the collaboration reflects both brand alignment and purpose. He said the opportunity allows him to contribute to a longstanding food brand. He also noted it supports families in need of accessible meals.
Mars Food & Nutrition executives framed the partnership as part of a broader strategy. The goal is to link brand storytelling with social impact. Matt Graham, VP of Growth and Digital Demand, said the initiative is designed to expand access to meals. He added that it reinforces the brand’s role in delivering affordable, convenient food options.
Industry context: cause marketing meets everyday staples
The partnership reflects a broader trend in the CPG sector, where brands are increasingly integrating purpose-driven campaigns into product marketing. Shelf-stable food categories (such as rice, pasta, and packaged grains) are especially well-positioned for these initiatives due to their association with accessibility, affordability, and food security.
Recent campaigns across the industry have leaned into partnerships with athletes, influencers, and nonprofits to expand reach while reinforcing brand values. However, consumer expectations have also evolved, with audiences demanding greater transparency and measurable impact.
Why it matters
Ben’s Original’s collaboration with Ben Rice highlights how CPG brands are evolving their strategies. It shows how they are blending cause marketing, cultural relevance, and product positioning. These elements help brands remain competitive.
The partnership links a staple food category like rice to food insecurity initiatives. This reinforces the brand’s role in everyday nutrition. It also aligns the company with broader social responsibility goals.
At the same time, the mixed consumer response reveals a key challenge. Modern audiences expect more than symbolic gestures. They want meaningful impact.
For brands, the effectiveness of these campaigns depends on several factors. These include scale, authenticity, and long-term commitment. Creative storytelling alone is no longer enough.
Editor’s note: Source86 perspective
For food manufacturers, suppliers, and private label brands, this partnership highlights a growing opportunity in purpose-driven product positioning. Staple categories like rice, grains, and ready meals are uniquely positioned to connect with consumers through both affordability and social impact narratives.
At Source86, we support brands with bulk ingredient sourcing, private label development, co-manufacturing, and supply chain optimization, ensuring they can scale initiatives that align with both consumer demand and operational realities. As cause marketing becomes more embedded in CPG strategy, having the right sourcing and production infrastructure in place is essential to deliver on both promise and performance. Let’s talk.
FAQs
The partnership aims to help address childhood hunger by providing access to up to 22,000 meals through No Kid Hungry, with additional donations tied to the player’s performance.
Ben’s Original produces a range of packaged rice and ready meal products, including single-serve cups, ready rice, and globally inspired dishes.
CPG brands are increasingly using cause marketing to connect with consumers, build trust, and align with social values, particularly in categories tied to food access and everyday nutrition.
External source: From the Baseball Diamond to the Kitchen Table: Professional Baseball Player Ben Rice Teams Up with Ben’s Original™ Rice for a Grand Slam Partnership
