The number of first-year writing and writing­-across-the-curriculum programs has been increasing at institutions across the United States, but a similar rise has not been seen in the growth of concentrations in rhetoric and writing as an undergraduate major or minor. In this program profile, the authors describe how the Discourse Studies faculty at Texas A&M University has worked to develop a concentration in rhetoric that stretches across the undergraduate curriculum, offering the opportunity for undergraduate English majors and minors to select rhetoric as one of their areas of specialty. Students specialize in rhetoric by choosing to follow what is called a concentration in "Rhetoric, Writing, and Culture." This profile addresses the emergence of rhetoric in the English Department's undergraduate curriculum, discusses the faculty's efforts to expand and revise course offerings for a rhetoric program that better draws on the teaching and research strengths in the department as well as the unique needs of the students, and finally, points to some of the challenges in assessing the program's success.