Jute is a natural rope that can be rough to the touch. Think of the burlap sack they used to store potatoes in. Although with proper handling you can get the rope fairly soft, this is not always the intention. In fact, it can be fun to tease your bunny with it.
In addition to the roughness, this rope has a crackle that is very typical.

Use an oil or wax to make the rope glide smoothly through your fingers. This will be pleasant for both the bunny and the rigger.