Well it was in 1967, anyway. Courtesy of Popsucker, here's a 41-year-old ad from the Rice Council of America that's about as un-PC as you can get.

And, really, we have our doubts that the pictured serving of rice topped with butter is going to have the desired slimming effect based on the plate's other contents, or lack thereof.

You may also also enjoy this other 1960s rice ad which makes up for what it lacks in racism with a slice of sexism. And here is what the USA Rice Federation looks like in 2008.