Founder of the Hawaiian Tropic suntan lotion brand which he sold to Playtex in 2006; as a result the Miss Hawaiian Tropic International Pageant ceased to exist after 2009 where Rice and former Hawaiian Tropic promoters established the Swimsuit USA International Model Search. In 2016 after signing a non-compete clause after liquidating Hawaiian Tropic, he re-entered the suntan oil business with Havana Sun.