Add the oil to the bottom of a large skillet. Pour the rice in and slowly toast the rice, making sure to stir often. Do not burn.

In a blender, add the veggie broth, can of tomatoes and chilies, tomato paste, onion, garlic and not-beef cube. Pulse until blended.

Once the rice becomes a light golden brown color, carefully pour the liquid mixture into the pan.

Stir the seasonings(salt, pepper, chili powder and cumin) in. 

Make sure the rice is completely covered by the liquid, if not add more veggie broth until it is.

Bring to a boil then reduce the heat to low-med.

Cover and simmer until rice is tender. About 20 mins, depending on size of pan.

Fluff with a fork and garnish with fresh cilantro.