I ended up getting the Nishiki brown rice. Standing in the rice aisle, I realized that those brown rice are the non-sticky type, which I cannot stand! So hopped over to the "Ethnic" aisle, and there it was...
Had my first experience cooking it last night. I used my rice cooker, and it took a while... I think around 30-40 minutes... The rice cooker was still going when I checked it, but the rice seemed done, so I switched it off. 2 things I noticed though: the bubbling seemed to be much more with brown rice, and it was harder to wash it off the lid; and there are more sticking at the bottom of the pan.
It tasted pretty good though. I made chicken curry (not the Indian style) with cauliflower, and the gravy was great with brown rice.