Prevalence of chronic noncommunicable diseases (NCDs) is rapidly increasing and has become a global problem in modern day. Over consumption of simple, processed carbohydrate foods is considered one of the main causes of NCD in young and elderly populations. Whole grain rice is an important source of a complex carbohydrate, dietary fiber, enriched with vitamins, minerals, and antioxidants. However, palatability of brown rice is the key success factor among white-rice-addicted communities. In the initial phase, we successfully breed rice strains with aromatic, soft-whole grain, white rice contains high grain-Fe/Zn density and intermediate glycemic index (GI). The most successful variety was uniquely soft-textured black purple rice named Riceberry, depicting rice enriched with blueberry nutritional characteristics. Product development for fiber-rich, high antioxidant has been extremely active from academia, real sectors, and SMEs. In total, 39 patent applications (18 granted patents), 12 international publications, and 18,700 Youtubes related to Riceberry. From 2017, Riceberry has become the most popular choice for product development surpassing Thai Hommali Rice. More than 200 food and non-food products were commercialized as dairy replacement, side dishes, meals, hot beverages, bakery, and breakfast cereals. In the second phase, we successfully breed low GI rice strains named Pink+4 equipped with farmers’ preferred resistance to flash flooding, bacterial leaf blight, leaf blast, and devastating brown planthopper adapted to organic rice production. Innovative products combined of low GI rice flour with purple Riceberry have been the next trend for functional ingredients and foods. These healthy rice products have high potential globally as healthy foods, gluten-free, fiber-rich, complex carbohydrate, and nutrient-dense from sustainable organic farming.