100% Whole grain cereal. Organic. Wheat free. Fat free. Only 1g sugars per serving. USDA organic. A grain of Erewhon history. What is it? Erewhon is a philosophy. Food is the essence of life , our founders taught their followers. If what you eat is good, and pure, and true to its source, all else will follow. Coining the term natural foods , in 1966 they opened the Erewhon Trading Company, a tiny basement storefront in Boston. Both converts and curious came from miles around, leaving happily laden with hand - lettered, brown - paper parcels of organic brown rice, buckwheat, and other natural treasures. Initially just a product purveyor, it quickly became clear that Erewhon had to produce its own goods to guarantee quality. I like it, but how do I pronounce it? The name Erewhon (Air-wahn) comes from a nineteenth century novel by Samuel Butler wherein Erewhon was a utopia where each individual was responsible for his own health. This idea that one is ultimately responsible for one's well - being was the basis for our founders' philosophy. The name Erewhon was a natural choice. What does it mean? Erewhon remains steadfastly committed to natural food wholesomeness. We created the first ever Charter of Quality Standards for Natural Products. At a time when natural seems to mean different things to different people, we proudly adhere to the same set of standards established by our company's founders. Ok, but what does it really mean? When you buy Erewhon cereal, you now it contains absolutely no synthetic additives or preservatives. No artificial colors or flavors, no hydrogenated or solvent extracted oils, no refined flour or sugar. Just the purest, finest natural ingredients, organically grown whenever possible. And meticulously prepared the way they've always been, to deliver that unmistakably natural, wholesome Erewhon taste. Try any Erewhon cereal today and experience the way natural foods were meant to be. Committed to wholesomeness. Natural food since 1966. Erewhon Crispy Brown Rice is the original crispy brown rice cereal. And we make it today the way we always have - from whole grains of organically grown brown rice, not brown rice flour. We cook and puff wholesome brown rice to make this light yet satisfying cereal that stays crisp in milk. Erewhon Crispy Brown Rice is a cereal that the whole family will enjoy. For a delicious variety, try Erewhon Crispy Brown Rice served with fresh fruit, as a topping for yogurt, as a snack, or a crispy addition to your favorite cookie or candy recipe.