Niko Natural Brown Rice is grown in California. Brown rice is the whole grain rice, which retains a natural coating of bran. This rice bran can be an important weapon in the fight against cholesterol. Research has shown rice bran to be effective in lowering blood cholesterol levels. Brown rice contains 10% rice bran. In addition to lowering cholesterol, the rice bran layer gives the rice a light tan color, a subtle, nut-like flavor and an interesting chewy texture. Brown rice provides slightly more fiber, vitamin E, protein, phosphorus, riboflavin, and calcium than white rice. However, most white rice is enriched and therefore provides more Thiamin and Iron.