Dr. Rice is a professor of marketing at California State University, Fresno, and has served as the Director of the University Business Center. He holds a B.S. in Accounting and M.S. in Marketing from California State University, Northridge, and a D.B.A. (Doctor of Business Administration) in Marketing and Agricultural Economics from the University of Colorado. He is a member of many local and national organizations including the American Marketing Association (past president and board member of Central California Chapter), Association of Consumer Research, the Fresno Chamber of Commerce, and more. He has received numerous awards as an educator and businessperson. He is the author of several business and marketing books, and has been interviewed by a range of media. He has served on the CVMD board since 2005.