Technical Abstract: A vision of the U.S. rice industry is to improve human health through the development of germplasm and technologies for products that capture the unique nutritional benefits of the rice grain. This paper gives an overview of U.S. rice production and markets. New product trends and introductions in the U.S. that promote health are highlighted, along with research conducted at the Agricultural Research Service (ARS), directed at developing new technologies for health-promoting foods and ingredients. Research aimed at using traditional breeding tools to enhance the health-beneficial properties of germplasm are also discussed.