The story of Nelson Wendt Alimentos is largely the same as that of Mr. Nelson Wendt. In 1964, at the age of 21, he began to process rice in a small mill. His enthusiasm and tireless search for new technology in the parboiling process were determining factors in the growth of his business. Currently still being run by its founder, Nelson Wendt Alimentos has become one of Brazil's large rice processing factories. The company is a market leader in parboiled rice sales in the country's Northeast, with its "Emoções" (Emotions) brand.