I eat whole grains every day and I'm so glad I found this one. The texture is lovely, alone or in combination with vegetables, and the smokey flavor is both subtle and distinctive. It cooks quickly, freezes well, and thaws quickly. I'd been warned by friends that the quality of freekeh products can be variable, but the quality of Canaan freekeh is excellent. I also appreciate the fact that every step from growing to distribution appears to be done in a socially conscious manner.