NSB (Not So Boring) is a modern rice brand built for people who actually care about what they're eating. We source better rice, tell you where it comes from, and make it worth giving a damn about.

Genuinely, honestly, good. The kind of good where you eat it plain out of a bowl standing in your kitchen and have a small moment. We don't make the rules.

Because three billion people eat it every single day and somehow nobody ever made it interesting. That felt like a problem worth solving.

In California, Sacramento Valley. We source domestically because we believe great ingredients start with knowing where they come from.

It starts with where and how it's grown. Our calrose premium white rice is California-sourced, non-GMO, and actually tastes like something — clean, fluffy, and consistent every time.

Rice Cooker: Set It & Forget It
1. Rinse rice until water runs mostly clear.
2. Add rice + water at a 1:1 ratio to the cooker.
3. Let it soak for 20 mins.
4. Hit start and cook.
5. Once done, steam (lid on) for 15 mins.
6. Fluff & feast.

Stovetop: The Classic Way
1. Rinse rice until water runs mostly clear.
2. Add rice + water at a 1:1.125 ratio (or ~1 cup rice : 1¼ cups water).
3. Let it soak for 20 mins.
4. Bring to a boil, then low heat + cover for ~35 mins. No peeking.
5. Remove from heat and steam 15 mins.
6. Fluff & feast.

Yes — it's a great source of fast-digesting carbohydrates and energy. It gets a bad rap, but quality white rice has a place in a balanced diet. Especially ours.

Most white rice on shelves is commodity grain — grown anywhere, processed fast, no traceability. Ours is California-grown, non-GMO, and actually tastes like something. You'll notice the difference once you open a bag.

Sprouted brown rice is brown rice that's been germinated before drying — which unlocks higher GABA content, better nutrient bioavailability, and easier digestion than regular brown rice. It's the upgrade your body notices.

The sprouting process breaks down phytic acid, which is what typically makes brown rice harder on your gut. Less phytic acid = more nutrients absorbed, less bloat.

It's nuttier, slightly sweeter, and has more depth than conventional brown rice. Once you try it, regular brown rice tastes like cardboard.

Rice Cooker: Set It & Forget It
1. Rinse rice until water runs mostly clear.
2. Add rice + water at a 1:1 ratio to the cooker.
3. Let it soak for 20 mins.
4. Hit start and cook.
5. Once done, steam (lid on) for 15 mins.
6. Fluff & feast.

Stovetop: The Classic Way
1. Rinse rice until water runs mostly clear.
2. Add rice + water at a 1:1.125 ratio (or ~1 cup rice : 1¼ cups water).
3. Let it soak for 20 mins.
4. Bring to a boil, then low heat + cover for ~35 mins. No peeking.
5. Remove from heat and steam 15 mins.
6. Fluff & feast.

GABA (Gamma-Aminobutyric Acid) is a naturally occurring amino acid that helps calm the nervous system. Diets that include GABA-rich foods are often associated with steadier mood, reduced stress response, and improved sleep quality. Sprouting significantly increases GABA content — up to four times more than regular brown rice.

Sprouting improves the bioavailability of B vitamins (especially B1 and B6), vitamin E, and minerals like magnesium, iron, and zinc — because reduced phytic acid means your body can actually absorb them.

Your order will ship within 48 business hours.

Standard shipping takes 3–7 business days depending on your location.

Not yet — but it's on the list. Drop us a note and let us know where you are.

We sell food, so we can't accept returns — but if something's wrong with your order, we'll always make it right. Just reach out.

Contact us with your order number. We've got you covered — email us at hello@notsoboring.co.