This rice (like other Lundberg products) is high quality, lower in arsenic and certified gluten free. Sometimes you pay more for something that isn't appreciably better, but this rice is. It cooks up nicely and tastes very good. With cheaper rice I find a hull or two in nearly every serving (not fun), but I haven't with Lundberg. I wish I could afford to eat this rice exclusively - for those that can, it's definitely worth it.