It was made by Quickrete, their "earthessentials" line. It was the "paver base sand" type. I purchased it from Lowe's in the garden section for about $3.50/50# bag. After it was washed well (typical sand/fluorite washing method), it was a nice medium brown with different partical sizes. It totally looked like the type of sand you see on lake or river beaches. It was fantastic, aside from the small part about being terrible for a S.A. tank. But, you're right, African cichlids, livebearers, would love it!
I don't want to settle for tan colored sand (play sand/pool filter sand), and I don't want to shell out the bucks for aquarium sand. But it looks like those are my choices!