In 1942, through Mars's guidance and sponsorship, Huzenlaub created, together with Houston food broker Gordon L. Harwell, the company Converted Rice, Inc., which sold its entire output to the U.S. and British armed forces.

[10] In 1959, Forrest Mars purchased Erich Huzenlaub's interest in the company and merged it into his Food Manufacturers, Inc.[11] Uncle Ben's milling plant was on the Houston Ship Channel until 1999 when it moved to Greenville, Mississippi.

Gordon L. Harwell, an entrepreneur who had supplied rice to the armed forces in World War II, chose the name "Uncle Ben's" as a means to expand his marketing efforts to the general public.

[19] In September 2017, Mars, Inc. started to certify the sustainability of basmati rice sold under the Uncle Ben's brand to encourage local farmers to opt for the best agricultural methods.

[20] In the aftermath of the murder of George Floyd, Mars, Inc. announced on June 17, 2020, that it would be "evolving" the brand's identity, including the logo.