There are all sorts of different fabrics made from jute. Some are similar to burlap, while some are thicker and made from larger, woven fibers. This material is one of the latter.
The basic setup is pretty much the same as for the Canvas fabric, with one important difference: the second color in the Diffuse Falloff slot. Instead of whiteish or light gray color, use a beige/brown shade. Jute fibers are completely brown and the soft fuzz around them is the same color as well.
Take a look at our falloff map:
