It's Simple: No short-cuts, just great tasting puffs and 17 g whole grains per serving. Arrowhead mills brand was born in the Texas Panhandle back in 1960. We've grown, but we haven't changed how we do things. We're still using our same trusted milling process and building long-term relationships with our growers, working with them face-to-face, day-to-day. Hard work, honesty, kindness, and business with a handshake-that's our process. That's the arrowhead way. It's how we bring the awesome goodness of the land to your table, and we're real proud of it. Enjoy the whole grain brown rice delivered in each bite of our delicious puffed cereal as part of a complete breakfast. No added sugar or salt. Non GMO Project verified. Nongmoproject.org. 100% Whole Grain: 17 grams per serving. A sodium free food. A fat free food. Comments? Please send UPC and manufactured code date along with your comments to: Arrowhead Mills consumer relations 4600 Sleepytime Dr., Boulder CO 80301 or call 800-474-6552 or visit www.arrowheadmills.com.