For centuries, the people of our world's most prolific rice-eating countries have enjoyed the special qualities of an appetizing, aromatic rice. In India and Pakistan it's called "Basmati". In Thailand it's called "Jasmine".

Now grown in the U.S., it's called "Della". From the heartland of America's rice growing and milling industry, a veteran rice-processing firm has launched a major marketing effort to make Della readily available to American consumers. The result has been increased exposure and enjoyment of a food heretofore undiscovered for common use in the American kitchen.

The special, unique quality of Della Gourmet Rice begins in the field. A few select producers grow the rice on fertile soils in America. In keeping with gourmet foods, harvested Della is carefully processed in small quantities under strict quality control standards. Specialty Rice, Inc. handles all grower contracting, milling, packaging and distribution.

While Della ranks among the most inviting and unusual rice varieties today, its embodiment of popular qualities found in typical long-grain rice lends universal appeal. Smooth, even texture, delightfully light, nutty aroma and full rice taste combine to make Della distinguished with common practicality and affordability.