Its listing the various options for rice-cooking
エコ炊き Energy saving
白米 White rice
極うま Extra tasty
早炊き Quick cooking
炊込み Taki-komi (rice with vegetables/etc)
おこわ Okowa
おかゆ Okayu (gruel)
雑穀 Zakkoku (multi-grain)
玄米 Genmai (brown rice)
GABA unpolished rice