To me, it is the most palatable whole grain rice.
https://en.wikipedia.org/wiki/Riceberry
EDIT: The link to the US Amazon page selling a kilo for $33.99
https://www.amazon.com/Mah-Boonkrong-Rice-Thai-Riceberry/dp/B07J47LV21/ref=sr_1_15?crid=RWERWRD5ZMCL&keywords=riceberry&qid=1645160130&sprefix=riceberry%2Caps%2C325&sr=8-15