RICE is a business generator serving metro Atlanta, created to support Black entrepreneurs in overcoming the unique barriers they face in building thriving businesses. At 54,000 square feet, RICE is the largest center of its kind in the United States. Our BIG IDEAS model meets every business owner where they are on their journey, fortifying them with a community of support, increasing access and exposure, focused on transformational change . RICE honors the legacy and visionary leadership of one the greatest entrepreneurs the city of Atlanta ever produced, the late great Herman J. Russell.