Technical Abstract: Stabilized rice bran has been shown to possess cholesterol-lowering activity in hypercholesterolemic animals and human subjects. The active component of rice bran is contained in the unsaponifiable matter and other fractions of this cereal bran. A possible mechanism of cholesterol lowering in rice bran is the reduced absorption and increased excretion of fat, cholesterol and bile acids. Soluble fiber and viscosity do not play a significant role in the cholesterol lowering activity of rice bran. Currently only a small fraction of the rice bran produced worldwide is stabilized and sold as health food. Rice bran and rice oil are sold for $2.61-13.95 and $5.86-12.12, respectively. If all the rice bran and rice oil produced were sold as health food, its price would fall, (e.g., $1.0 per Kg). The stabilized rice bran at $1 per Kg would have a potential market value of $60-$72 billion dollars per year (World Production = $60-$72 billion Kg). It would be utilized as a food ingredient and its full healthful potential realized.