appetites & advocates Demand more Plus

17 Pages·2017·9.33 MB·English

Value beyond to sorghum Thanksgiving
p. 14 p. 20 p. 22
commodity label and back again sorghum stuffing
fall 2017
Sorghum Sells
appetites &
advocates
Demand more
Plus:
Sipping an Opportunity
Expanding the
foodservice footprint
Also Inside

44787 XT ,NITSUAA lso Inside
8171 .ON timreP Sorghum Checkoff Newsletter
DIAP EGATSOP .S.U
.GRO TIFORPNOSN o30r497g XTh ,KuCOmBBU LC ,7h2 EeTAcTSkREoTNIf N f10 2 N4 ,SeREwCUDsORlPe MUtHtGReOSr LANOITAN
TABLE of Contents
Features
SORGHUM
8 A Growing Appetite
for Sorghum
From fine-dining to fast-food,
PROTECT
sorghum is appearing on more
menus across the U.S. Fall 2017
YOUR YIELD 18 Nutritionists Selling
Sorghum
Serving as the sorghum industry’s
boots on the ground, nutritionists
FROM
are singing sorghum’s praises
SUGARCANE
Departments
5 CEO’s Desk
APHIDS
6 Sorghum Markets
12 Sorghum Abroad
14 Sorgonomics
Hybrids That Are Bred For High Performance
20 NSP Update
The power behind Sorghum Partners is elite Chromatin
genetics that make our grain and forage hybrids more
22 Sorghum Recipe
adaptable, versatile and productive. Sorghum Partners is
a product of Chromatin’s expertise and sorghum breeding
28 Capitol Hill
program, the largest in the world. For high-producing sorghum
seed that is tolerant to the sugarcane aphid, trust the brand
that’s bred for success. Sorghum Partners.
Contact your local ag retailer or visit
SorghumPartners.com.
It takes a team to win, and the sorghum industry has worked hard to
build relationships that lead to sorghum champions in the consumer
industry. In these pages you will read about the sorghum advocates
on our side, spreading the sorghum message and building demand
and value for the crop. (Photo from FNCE 2017)
The Sorghum Company
NSP Sorghum Growers Magazine (March 2017).indd 1 3/27/2017 1:14:26 PM
CEO's Desk
SORGHUM
PRECISION
Perseverance to
Overcome
THAT PRESERVES
Fall 2017, Volume 11, Issue 4

AND PROTECTS. It is hard to believe it is already fall harvest time
here on the plains. This year seems to have
NSP Board of Directors
flown by. I was always told that the older you
Don Bloss CHAIRMAN, PAWNEE CITY, NEBRASKA
get, the faster time passes … I guess I am not as
Daniel Atkisson VICE CHAIRMAN, STOCKTON, KS
young as I once was.
James Born PAST CHAIRMAN, BOOKER, TEXAS
I recently came across a quote that I thought really applied to the
Mike Battin LUBBOCK, TEXAS
Kody Carson OLTON, TEXAS year. John Rockefeller said, “I do not think that there is any other qual-
Larry Dahlsten LINDSBORG, KANSAS ity so essential to success of any kind as the quality of perseverance. It
Larry Earnest STAR CITY, ARKANSAS overcomes almost everything, even nature.”
Kendall Hodgson LITTLE RIVER, KANSAS This year has reminded many of our members of the true chal-
Bobby Nedbalek SINTON, TEXAS lenges of farming. Low commodity prices and high input costs have
J.B. Stewart KEYES, OKLAHOMA continued to shrink or erase profit margins for many farmers. Addi-
Tom Willis LIBERAL, KANSAS
tionally, Mother Nature has thrown some curve balls at a lot of our
members. The damage by hurricanes to some of our growers was very
NSP Staff
sad, and it will take years to recover. Additionally, the fires earlier in
Tim Lust CHIEF EXECUTIVE OFFICER the year and a freeze in the last month that took out some beauti-
Debra Lloyd OPERATIONS DIRECTOR ful, but late, milo for a few unfortunate growers in New Mexico also
Chris Cogburn SENIOR POLICY ADVISER presented unforeseen circumstances that our growers must work
Jennifer Blackburn EXTERNAL AFFAIRS DIRECTOR through. Sorghum producers are tenacious, though, and I know these
John Duff STRATEGIC BUSINESS DIRECTOR hard working men and women will make it through.
Mollie Dykes COMMUNICATIONS DIRECTOR
This year has proven to be a challenging year for the association,
Christi Stulp RELATIONSHIP MANAGER
as well. Our top policy priority for the industry this year was to get
Shelee Padgett REGIONAL DIRECTOR
sorghum oil registered through the Environmental Protection Agency
Brent Crafton REGIONAL DIRECTOR
Ian Hoeffner INFORMATION DIRECTOR by harvest this fall so the ethanol industry could pay more for milo
Laura Offutt ACCOUNTING ADMINISTRATOR at harvest. Despite the efforts of National Sorghum Producers board
Larry Lambright FOUNDATION DIRECTOR directors, Senators, Congressmen and staff, we are not there yet. I
promise you this: we will continue to work on the industry’s behalf,
persevering to get it done. It is likely costing sorghum farmers and the
ethanol plants that utilize sorghum about $25,000 per day every day it
National Sorghum Producers
is not fixed. This is just one example of why policy matters and how it
can impact profitability on the farm.
4201 North Interstate 27
On a more positive note, wins from three years ago by the asso-
Lubbock, Texas 79403
ciation are starting to pay off. In the last few weeks, more than $373
806-749-3478 (phone)
Protect against harmful pests while helping safeguard benefi cials. 800-658-9808 (toll free) million dollars in sorghum payments have been made to help farms
806-749-9002 (fax) through this year. That, along with another year producing a nation-
Sivanto™ Prime insecticide precisely targets key damaging pests www.SorghumGrowers.com al average sorghum yield above 72 bushels and strong demand from
like the sugarcane aphid while helping safeguard benefi cial China, will certainly help many growers this fall.
Sorghum Grower is published by the National As the farm bill process heats up in Washington, D.C., I will not
insects. In doing so, Sivanto Prime preserves the overall health
Sorghum Producers, an organization that rep- try to outguess Congress and predict the timing of the next farm bill. I
of your plants and, most importantly, protects your investment. resents U.S. sorghum producers and the sor-
will tell you that the behind-the-scenes work is in full force, and a new
Sivanto Prime: precision that preserves and protects. ghum industry. NSP is headquartered in Lub-
five years of farm policy is right around the corner. Know that NSP
bock, Texas, in the heart of the U.S. Sorghum
producer leaders and staff will continue to be in D.C. working on your
Belt. The organization serves as the voice of
Learn more at Sivantoinsecticide.com. behalf so you don’t have to be.
the sorghum industry coast to coast through

legislative and regulatory representation
and education. To subscribe, make address
changes, or inquire about membership or ad-
vertising, please call 800-658-9808 or email
Tim Lust
© 2017 Bayer CropScience LP, 2 TW Alexander Drive, Research Triangle Park, NC 27709. Always read and follow label instructions. our office at [email protected].
Bayer (reg’d), the Bayer Cross (reg’d), and Sivanto™ are trademarks of Bayer. Sivanto Prime is not registered in all states. For additional © Copyright 2017 National Sorghum Producers National Sorghum Producers CEO
product information, call toll-free 1-866-99-BAYER (1-866-992-2937) or visit our website at www.CropScience.Bayer.us.
BCS_HRT_X7_1460_SorgGrower_O.indd Saved at 10-16-2017 4:58 PM Printed At None Client Bayer
Media Type Magazine
DEPARTMENT: Art Director Copywriter Acct. Manager Studio Artist Proofreader Traffic Production Live 7.5” x 9.75”
Trim 8.5” x 10.75”
Bleed 8.75” x 11”
APPROVAL:
Job Title Hort Portfolio Miscellaneous
Pubs Sorghum Grower
Addl. Notes: None Ad Code None
Sorghum Markets
INHARVEST’S CHEDDAR, BEER and Broccoli Soup
features sorghum in two ways - as part of their Naked,
EXPANDING Wild & Free™ grain blend and as a popped garnish.
ments with sorghum and each time we are successful in
that, we have reached a benchmark.”
Sorghum’s Foodservice Footprint with InHarvest
Consumers are demanding quality nutrition and more
gluten-free whole grains making sorghum an even more at-
tractive option for foodservice professionals. From a function-
ality standpoint, Chef Mike also highlighted the unique hardi-
ness sorghum offers—providing chefs preparation advantages.
By Shalin Pinkerton
“Although sorghum has a longer cook time, that can be
Photo credit: InHarvest
an advantage for operations that are not cooking or heat-
With opportunity to reach 50 million customers suppliers and distributors to create the best product for the sales forecast,” Chef Mike said. “We are trying to avoid ing to order such as catering,” he said. “Sorghum can be
in school lunch programs and another 20 mil- every market segment InHarvest serves. an out-of-stock issue because it has been moving so well held in an oven for an hour or more without the integrity
lion customers through colleges and universities The InHarvest team searches the globe for distinctive for us.” of the grain diminishing.”
alone, sorghum advocates are working hard to grains and legumes that add flavor, texture and versatility As sorghum awareness increases, so does user famil- InHarvest is driven to advocate for and promote whole
expand sorghum’s slice of the foodservice marketplace. to any menu. InHarvest offers unique quality products in a iarity and adoption. InHarvest Chefs Mike and Jay Z are grains such as sorghum and educate people about the ben-
Sorghum packs a nutritional punch and adds tremen- plethora of grain blends. Among the various blends InHar- advancing sorghum and expressed their desire to fully es- efits they have to offer. InHarvest is focused on increased
dous versatility to the kitchen, and two chefs in particular vest offers, sorghum has emerged as a new key ingredient. tablish sorghum in the foodservice industry. sorghum adoption and continued education and awareness.
are taking measures to put sorghum in the food industry “Chefs always like new ingredients in the kitchen and “Sorghum is becoming a very trendy food,” Chef Jay Z add- “Sorghum is so different from any other grain because
spotlight for these very reasons. grains have exploded because of the whole grain move- ed, “and we want to train the public to become familiar with it.” of its ability to be popped and sets itself apart with the mul-
Jason Ziobrowski and Michael Holleman, also known ment,” Chef Mike said. “I think sorghum has a wonder- The InHarvest team is continually searching for new tiple varieties and colors,” Chef Mike said. “It is definite-
as Chef Jay Z and Chef Mike, represent InHarvest, a com- ful flavor and nutty flavor yet is still mild enough to be a ways to utilize sorghum and has already created recipes that ly overlooked and underused in the U.S. as a nutritional
pany dedicated to supplying the foodservice, industrial blank canvas for a restaurant’s recipe development. Chefs have boosted consumers’ exposure to the grain. InHarvest’s powerhouse. We are slowly changing the way Americans
and retail sectors with high-quality, unique ingredients. automatically gravitate toward stuff like that because they recipes to date include Thai Sorghum Pilaf; Sorghum Por- eat, and grains like sorghum are an essential part of that.”
Chef Mike is the director of culinary development—a can impart any flavors they want into it.” ridge with Tomato and Goat Cheese; Cheddar, Beer and
role that allows him to work with growers, procurers, “We’ve been hearing about sorghum for a while and Broccoli Soup; and Spiced Salad with Fried Cheese. Chefs
receiving requests from chefs over time,” he said. “That Mike and Jay Z see many more opportunities for sorghum
led to us picking up samples and working on a new blend in the future and continue to seek those out.
to incorporate it.” “I am proud to be working with sorghum and finding
Before a new ingredient makes it into an InHarvest new ways to be creative with it,” Chef Mike said.
blend or product, it undergoes significant internal test- “Sorghum is different from other grains because of its
ing. Chef Mike said InHarvest’s quality assurance (QA) unique texture, and because sorghum is a whole grain, it
department conducts both typical and blind taste tests. has nutrients that are great for you. I recently served it to a
Once a product is identified, their QA department writes group of chefs in a sorghum gumbo as a substitute for rice
a specification based on raw ingredient qualities as well and it was a hit. Additionally, we have used it in a classic
as cooked characteristics. Raw ingredient qualities com- meat sauce as a protein substitute with other lentils.”
prise of moisture levels, foreign material, percentage of To further expand sorghum’s footprint in the food-
brokens and color variation. Cooked characteristics com- service industry, InHarvest’s plan consists of introducing
prise of both flavor and aroma. sorghum to new industries and markets based on several
Upon the completion of testing, InHarvest incorporated factors. One strategy is to evaluate a target group based on
sorghum into their Naked, Wild & Free blend, which contains age and then market sorghum accordingly.
both red and white sorghum, naked oats and wild rice. The In nursing homes, the older generation prefers tradi-
blend creates a spotlight for sorghum and is touted as a great tion; therefore, InHarvest introduces new ingredients more
mixture for breakfast porridge, hearty soup and pilaf recipes. slowly than they would in a college or university. Students
“We have gotten huge reception on the sorghum blend are more current with food trends and are generally more
to the point where we are actually scrambling right now open to trying new ingredients. Tactics such as this provide
to get it back into production because we have surpassed opportunity for sorghum to become mainstream and can
PIONEERING THE NEXT GENERATION OF SUSTAINABLE, SCALABLE,
broaden adoption of sorghum in the foodservice industry.
RELIABLE, COST-EFFECTIVE BIOBASED FEEDSTOCK SOLUTIONS.
“We already have sorghum in healthcare, colleges and
CHEFS MIKE AND JAY Z joined the Sorghum
universities and corporate dining, but once we get it into
Checkoff at the Food Nutriton Conference & Expo
a private-label package and it is on a grocery store shelf,
in Chicago, Illinois, where they showcased sorghum then that is the next important step to achieve,” Chef Mike nexsteppe.com dedicated to sustainability
through multiple cooking demonstrations for attendees. said. “We are constantly looking to break into new seg-
6 SORGHUM Grower Fall 2017 SORGHUM Grower Fall 2017 7
ee
ee tt ii tt
pp
pp
AA
ghum. Few ingredients have the versatility that sorghum
Historic Sorghum Restaurant Growth
has,” Holley said.
r
f o From fine dining and cafes to fast food and delivery,
n g the many forms of sorghum can be found in all types of +265%
w i culinary creations. Find sorghum flour on the breakfast 1.7%
o mm
G r uu menu as a pancake or as a cake batter on the dessert menu.
hh
gg Discover sorghum syrup in mixology or used in a protein Growth in the last
rr
SS oo marinade. Spot whole grain sorghum in a grain bowl or four years alone
in a savory soup. Happen upon an appetizer or salad gar-
nished with popped sorghum. With various applications,
0.8%
Holley said there is a big opportunity for chefs to utilize 0.8%
sorghum in creative ways.
0.6%
“[Sorghum] has culinary champions promoting its
use like Shaun Brock and Ed Lee,” Holley said. “These 0.4%
0.4%
are these high-profile chefs that tend to bring attention to
lesser-known ingredients.” 0.2% 0.2%
Exploring menu offerings across America, one can 01.% 01.% 01.%
find restaurants of all sorts coast to coast serving up de-
licious dishes made with sorghum. From a fast-food ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15 ‘16 ‘17
perspective, sorghum recently made its debut on menus,
making it available nationwide.
Chick-fil-A announced the countrywide addition of a Trey Jackson of Sorghum and Salt said they have used
gluten-free bun on their menu during summer 2017. The sorghum as a syrup and flour in pasta and baking. Their
bun, which is made of sorghum, quinoa and amaranth current entrée menu features a house made sausage with
flour and is lightly sweetened with molasses and raisins, blackberry gastrique, a type of sweet and sour sauce, fer-
comes individually packaged and can be ordered with any mented collards and topped with popped sorghum.
of the chain’s sandwich offerings. The texture resembles Heirloom grains, also known as ancient grains, frequent
the chain’s multi-grain bun. the Sorghum and Salt kitchen, and Jackson said sorghum fit
After successfully beta-testing the product in five met- right in because it grows well in their local area. While sor-
ropolitan areas, Papa John’s has introduced a new, natu- ghum is built into the restaurant name due to its own ancient
rally gluten-free pizza crust to the popular pizza chain grain history and growing characteristics, the reasoning for its
across the country. The crust is made with ancient grains, inclusion is somewhat of an heirloom itself.
including sorghum as the main ingredient, teff, amaranth “[Sorghum] is also kind of engrained in my past since
and quinoa. older generations of my family have been serving it for
On the west coast in Hollywood, California, at Hugo’s years,” Jackson said. “I remember my dad and grandpar-
Restaurant, sorghum flour can be found in many of their ents always having it around.”
breads and pastry recipes. Tom Kaplan, CEO of Hugo’s Restaurant goers who have tried Sorghum and Salt’s
Restaurants and Hugo’s Tacos, said they like to utilize sor- sorghum offerings have enjoyed the uniqueness of this
ghum because of its low water usage, sustainable qualities, newer restaurant ingredient that the Jackson family has
By Faith Smith, Sorghum Checkoff versatility and price. been enjoying for generations.
“It’s part of our gluten-free flour mix,” Kaplan said. “We “It’s a sense of whimsy with the popped sorghum, and
hether you are dressed to the throughout the U.S., sorghum’s grow- Holley said, “and sorghum is definite- buy whole grain sorghum and grind it ourselves.” the other reactions are nuanced,” Jackson said.
W n ines savoring an exquisite ing inclusion is making an impact. In ly getting some attention.” Jumping over to the east coast, sorghum has landed Looking to new opportunities, sorghum can also fill
meal at a five-star restaurant fact, sorghum has grown 256 percent In addition to being inherently a spot on the Benjamin Bar and Lounge’s menu inside the other unconventional roles in the restaurant and foodser-
or frantically running through on menus over the last four years alone. gluten-free, Holley said sorghum is Trump International Hotel in Washington, D.C. Executive vice industry.
the drive-thru on your way out of town Why are restaurants looking to sor- also benefiting from an American Chef Oliver Beckert said the restaurant has utilized both Sorghum bran, an ingredient rich in antioxidants and
to take food back to the field, there is a ghum? Cathy Nash Holley, publisher and southern halo that is inspiring puffed sorghum and sorghum syrup in dishes. fiber, currently serves the food preparation industry as
chance you may encounter a new ingre- and editor-in-chief of Flavor and the culinary influences. Visitors to the nation’s capitol and locals alike can swing by a meat extender and preservative to replace traditional
dient on the menu—sorghum. Menu, a media brand focused on com- The United States is the largest pro- the Benjamin Bar and Lounge to enjoy their current offering chemical preservatives. Sorghum syrup can also be uti-
A relatively recent ingredient to municating culinary trends, said they ducer of sorghum in the world. While made with sorghum on their appetizer menu – Smashed Avo- lized as a flavor modulator to enhance taste benefits to
the restaurant scene, Datassential’s identified sorghum as a trend with trac- consumption of sorghum as a whole cado with lime, cilantro and puffed sorghum. specific food types. Both of these out-of-the-box uses can
2016 Trending Grains Report indi- tion on menus for multiple reasons. grain and flour is more common over Beckert said he decided to add sorghum to the menu easily be transferred to meet specific needs of the restau-
cates sorghum is now included on 1.7 “Grains themselves have had great the last 5-10 years, sorghum syrup has because it is a tasty, nutritious alternative. Customers are rant industry.
percent of menus across the nation. advances on menus and have been been a staple throughout the south, dat- also responding positively. Next time you find yourself scanning a menu for a de-
Considering the National Restaurant called out by their variety and vary- ing back to World War II. “Many do not know [sorghum] and are curious to taste licious bite to eat—be it a fast food or full-service restau-
Association reports there are more ing attributes to consumers, health “Versatility in product form and and learn about it,” Beckert said. rant—be on the lookout for sorghum for a one-of-a-kind
than one million restaurant locations and what it means on the menu build,” its usage are also really unique to sor- Heading south to Charleston, South Carolina, Chef dining experience.
8 SORGHUM Grower Fall 2017 SORGHUM Grower Fall 2017 9
WHOLE GRAIN SORGHUM
COOKING CONVERSION
PRODUCTION COST INSURANCE (PCI) WILL
HELP YOU PROTECT YOUR MARGIN.
LET SCIS
Uncooked C ooked
SHOW YOU
HOW
=
PCI Protects Gross Margin and Input Costs: 1 cup 3 cups
5-Year Crop Sales
(Including Hedging Gains/Losses)
-Seed
-Fertilizer
-Chemical
GROSS MARGIN
UNLOCK THE COOKING POTENTIAL OF SORGHUM
sustainable Did you know one cup of uncooked whole possibilities are endless. Sorghum can also be
grain sorghum triples to three cups once frozen and reheated without losing its great
cooked? You can prepare sorghum on the taste and texture. Sorghum holds up well when
CROP INSURANCE SERVICES
stovetop, in a slow cooker and can even save frozen and reheats to its original state. You can
time in the kitchen by cooking sorghum in make sorghum in advance with different stocks
a pressure cooker. What can you do with all and spices, then freeze it for future use. What
Sustainable Crop Insurance Services, LP is an equal opportunity provider. The U.S. Department of Agriculture (USDA) prohibits discrimination against its customers, employees, and
that grain? Use some in your favorite recipes an easy way to add sorghum to your weekly
applicants for employment on the basis of race, color, national origin, age, disability, sex, gender identity, religion, reprisal, and where applicable, political beliefs, marital status, familial or
– risottos, pilafs, soups, salads, desserts – the meal plan! Learn more at SimplySorghum.com.
parental status, sexual orientation, or all or part of an individual’s income is derived from any public assistance program, or protected genetic information in employment or in any program
or activity conducted or funded by the Department. (Not all prohibited bases will apply to all programs and/or employment activities).
SimplySorghum.com
©
SCIS IS A SUBSIDIARY OF NATIONAL SORGHUM PRODUCERS
2017_CookingConversion_Layout.indd 2 11/2/17 8:51 PM
From the Field
Sorghum Abroad
sorghum currently going into baijiu from U.S. sorghum pends on which baijiu market the grain will be utilized.
imports, the opportunity for growth and expansion is Some grain buyers are looking for very specific sor-
clear. U.S. sorghum’s quality and availability make it the ghum varieties that are not currently mass produced in
smart choice in satisfying Chinese needs, and Massey the U.S. From the research currently being conducted at
feels this project will create new opportunities for U.S. Jiang Nan, the Sorghum Checkoff will gain a greater un-
Creating Demand One Shot at a Time sorghum farmers. derstanding of the types of sorghum needed for China to
The Sorghum Checkoff is funding research conducted buy more U.S. sorghum for use in baijiu and to help build
by Jiang Nan University to examine different formulations a transportation logistics profile.
and processes for cre- Alvaro Cordero,
ating baijiu with U.S. “ manager of global trade
by Taylor Dodson sorghum. The study The baijiu market for sorghum in China is so for USGC, said baijiu can
will compare U.S. sor- be a reliable market in
large, It could poten“tially use up the entire
ghum varieties to do- China for U.S. sorghum,
The smell hits you first—a distinct, yet sweet smell Different sorghums are utilized to make baijiu, meeting mestic Chinese sor- and opportunity exists
current U.S. sorghum crop if it wanted to.
that clings to the inside of your nose. Before even the needs of all household income levels. From standard ghum throughout the beyond Asia, as well.
opening the doors, you know you are at a Chinese No. 2 sorghum to waxy sorghums and high-quality white distilling process. “We are taking the
liquor distillery. Visiting the distillery feels like step- sorghum, there are many opportunities for producers to “I enjoyed seeing steps to a blooming prod-
ping back in time due to the rich history of the liquor meet Chinese baijiu production needs. the beginning stages of the baijiu project,” Massey said. uct,” Cordero said. “That will go from being a domestic
being produced. Jim Massey, a Sorghum Checkoff board director and “Brainstorming and coming up with ideas to increase this market in China to a global market.”
For more than 5,000 years, the unique distilling process sorghum producer from Robstown, Texas, recently trav- market was an important step.” Massey’s trip to China resulted in favorable visits
has stayed the same. The process begins in a room where eled to China with Sorghum Checkoff Executive Director The standard shipping method to China is on a bulk with importers and end-users who are pleased with the
grains are left to ferment for months. As steam floats in Florentino Lopez to explore baijiu market opportunities. vessel. Usually the specific, high-end sorghum that is quality of U.S. sorghum. Sustaining these relationships
the air, the workers stir the mixture of grains to keep the “The baijiu market for sorghum in China is so large,” sourced for markets like baijiu may be shipped in con- is key to increased demand and realized potential in the
liquid form that is being produced. The liquid is then sent Massey said. “It could potentially use up the entire cur- tainers. The difference in these sorghum qualities de- baijiu market.
off to its destined place rent U.S. sorghum crop if it wanted to.”
depending on the qual- An estimated 17 billion liters or 4.49 billion gallons of bai-
ity of the batch. jiu were produced in 2016. The amount of total grain need-
The result is China’s ed to produce this amount of baijiu would exceed 1.3 billion
most popular spirit, a bushels, which is four times the current U.S. sorghum crop.
clear liquor that tastes Acting on this opportunity, the Sorghum Checkoff Leading the Way
unlike any other with has partnered with the U.S. Grains Council (USGC) to
a burning sensation at further market expansion of U.S. sorghum.
first followed by the “The opportunity to pursue this market is very large,”
Hybrid Sorghum Seed Production,
smooth, grainy flavor Massey said. “It would be foolish for U.S. farmers to not
Breeding and Research
the incredible ingredi- take advantage of it.”
ents give it. Together, the Sorghum Checkoff and USGC are
The result is baijiu. working on a project that highlights the value of U.S.
Baijiu, pronounced sorghum in baijiu while also maintaining the larger, ex-
Richardson Seeds
bye Joe, is the drink of isting China program that works in all markets to fur-
Vega Facility
choice in China. There ther enhance export opportunities for U.S. sorghum as
806-267-2528
are many different well as other grains and grain products. USGC China
types and different fla- headquarters is in Beijing, creating a reliable market re- 806-267-2379
vors, but they all have lationship between baijiu companies, suppliers and U.S. www.richardsonseeds.com
one thing in common— sorghum producers.
sorghum is one of the The Sorghum Checkoff set a strategic goal in 2016 to
top ingredients. enhance U.S. sorghum exports specifically for use in bai-
In China, baijiu is jiu. The baijiu market is a way for the Sorghum Checkoff
a traditional spirit con- to strengthen its position in a marketplace that is already
sumers drink on special the number one importer of U.S. sorghum.
occasions or holidays. While it is hard to determine the exact amount of
BAIJIU IS A TRADITIONAL Chinese drink consumed by millions of people across
the country. It is considered the most consumed alcohol in the world, and approxi-
mately 20 billion bottles are produced each year to meet its growing demand.
2013_12RichardsonSeedAd.indd 1 12/18/2013 2:43:24 PM
12 SORGHUM Grower Fall 2017 SORGHUM Grower Fall 2017 13
From the Field
Sorgonomics™
today. He says the key is to not try to be everything to every- While ADM has been engaged in sorghum process-
one but to focus on what consumers are demanding. ing for industrial applications for many years, Forster said
Brian Forster, general manager for Archer Daniels Mid- the company introduced Harvest Pearl sorghum flours in
land (ADM), said sorghum stands out as an ancient grain that 2011, specifically in response to growing demand for high
Value Beyond a Commodity Label
is gluten-free while readily available and reasonably priced. quality gluten-free flours.
“Sorghum meets a wide variety of the wants we hear Forster said ADM believes the industry needs to look
from our customers,” he said. “Sustainability is very im- for new ways to reach target audiences, and farmers edu-
portant to many customers today, and sorghum meets this cating food companies and consumers on the benefits of
by Jennifer Blackburn
requirement due to the sorghum plant’s efficient conver- sorghum as a food ingredient will be key. He also expects
sion of water and nutrients enhanced international
Food sorghum is a consumer demanded, rapidly sorghum crop. Moving more bushels that are marketed by into starch and protein. opportunities as custom-
“
growing market poised to create a paradigm shift merchandisers to being directly marketed by producers “When selecting the ers become more aware of
You are a commodity“, but you do not have to
in the sorghum industry. It is no longer a fad. Con- stands to benefit the industry overall. proper varieties, sorghum sorghum’s benefits.
sumers are learning and understanding the value Most sorghum utilized for food is direct marketed, has flavor, color and tex- get paid like a commodity seller.
International De-
sorghum brings to their plate, and it is happening and when analyzing all domestic use marketplace values ture that our customers re-
mand Rising
not only on tables in the United States but around the in the sorghum industry, it is no surprise the value for quire. It is readily available
world. Gone are the days sorghum is considered a low- food sorghum tops the charts at an average of $5.11 per from domestic growers, As health-conscious
cost livestock feed ingredient. Instead, a valuable opportu- bushel. Industrial use is second at $4.48 per bushel, fol- and ADM Milling has the processing capabilities to serve consumers around the world look at U.S. food trends, in-
nity for U.S. farmers is heating up. lowed by exports, pet food then poultry feed. a growing market.” terest for sorghum in international food marketplaces is
Peter Guidry with Guidry Liason International, Inc., a Considering food products currently only make up 3 Forster says ADM sees continued growth for sor- already expanding.
bulk and processed products food supplier, said the sor- percent of U.S. sorghum demand, it is easy to label food ghum in cereals, baked goods and sweet goods, but ex- “The world is looking for sorghum,” Guidry said, fur-
ghum industry needs to think beyond its commodity label. as a niche market, but unseen demand says otherwise. Re- ponential growth in the next five years is expected in the ther explaining it is no longer just white sorghum con-
“You are a commodity,” he said, “but you do not have member the days before Certified Angus Beef® became snack and beverage industry segments—a vision shared sumers are demanding. Markets exist for red, black and
to get paid like a commodity seller.” popular? Sorghum has that same opportunity. What once by United Sorghum Checkoff Program market develop- yellow sorghums, as well.
started as a niche is the new normal. ment strategists, as well. Tetsuo Tommy Hamamoto, Japan director for the
Farm Economics
U.S. Grains Council, said Japanese consumers are seek-
Consumers Want Sorghum Sorghum Checkoff Investments
Sorghum farmers with the ability to decide where to ing health oriented food ingredients, and sorghum is one
sell and when to sell place price power in their own hands. “The future is now,” Guidry says. “Scale up, produce From 2012-2017, the Sorghum Checkoff invested al- of them. While white sorghum is currently the predomi-
As of May 2017, the average price received for sorghum by the [type of sorghum] the market wants, and [farmers] most $1.7 million in consumer market development and nant market in Japan, he said colored sorghums are being
producers who market directly is $3.11 per bushel com- will make money.” marketing efforts. Education and awareness have been sought by some companies in their food ingredients, but
pared to an average merchandiser price of $2.66 per bushel. Guidry has been in the food business since 1990, working key efforts along with establishing critical relationships supply is tight.
If the entire U.S. sorghum crop were direct marketed, now with custom sorghum blender AgVanced Enterprises in with influential industry players and major entities in “Japanese businesses want to know how they can source
the $0.45 per bushel margin increase can equate to an ap- New Cambria, Kansas, and feels sorghum is a truly unique the food space. white sorghum in a stable manner,” Hamamoto said. “We
proximate $208 million additional value to the entire U.S. crop with exactly the attributes the industry is searching for The Sorghum Checkoff funded a study this year tell them, and it is true, the U.S. is the only stable source of
with the Agribusiness, Food, and Consumer Econom- white sorghum, but we need more.”
ics Research Center to analyze sorghum farmers’ re- Hamamoto and his staff in Japan have been focusing
turn on investment in sorghum research, promotion on sorghum expansion in Japan for close to five years now,
and information. successfully hosting multiple cooking demonstrations
The report indicates that since the 2002/2003 market- among other endeavors. The most recent demonstration
ing year, food, seed and industrial use is up from 1 percent included 60 chefs in western Japan. They plan to host a
to 19 percent. It also states that as a non-GMO, gluten-free similar event in Tokyo in preparation for the 2020 Tokyo
grain, sorghum is favored in markets sensitive to these is- Olympics and will approach hotels that directly interact
sues both domestically and abroad. with tourists for the event.
The report also points to a 2017 U.S. Department of “That will be an even greater, bigger market,” Hama-
Agriculture Economic Research Services study on adver- moto said. “For the Olympics, we only have a couple years,
tisements of new food and beverage products in the Unit- so we are accelerating our efforts to promote food sor-
ed States. It found that in 2009, a total of 1,121 new prod- ghum to the Japanese food industry.”
ucts claimed to be gluten-free. By 2016, that number had Whether it is a whole grain dish in Japan, an elite spirit in
grown to 6,123 new gluten-free products—a 446 percent China, a flour ingredient in a foodservice kitchen or a popped
increase in seven years. seed in a snack bar, sorghum’s expansion into food and bever-
age industries across the globe has created astonishing aware-
ness for a crop once considered as a low-cost cattle feed.
THE AVERAGE PRICE FOR FOOD tops marketplace val-
“There’s money there for everybody,” Guidry said.
ues in the sorghum industry at $5.11 per bushel as of May
“[The sorghum industry] just needs to get there first and
31, 2017, according to Sorghum Checkoff assessment data. hold onto it.”
14 SORGHUM Grower Fall 2017 SORGHUM Grower Fall 2017 15
Versatilit y
eBEAUTIFUL
h
T
Leverage your field-by-field knowledge and
OF SORGHUM
experience to higher productivity and profits when you
select hybrids you want, the way you want them.
Ask for new Aphix™ sorghum hybrids delivering highest
levels of tolerance to sugarcane aphids.
Seed
WHOLE GRAIN FLOUR POPPED
Selection
A good source of fiber and Has a neutral flavor, light A great addition to snack bars,
protein that adds a hearty, color. Can be used in various used as a garnish on salads
nutty flavor to recipes. gluten-free baking methods. and desserts.
Driven By You
BRAN FLAKED SYRUP
Rich in antioxidants and fiber. Makes an excellent addition to A natural sweetner that is
Adds nutritional punch to breakfast cereals, energy bars, great in baked goods, salad AltaSeeds.com
baked goods. cookies and granola. dressing and more.
877-806-7333
SimplySorghum.com
© Alta Seeds is a brand and trademark of Advanta Seeds, a global seed business that combines proprietary crop genetics and
plant breeding capabilities with biotechnology to produce high quality seed products and solutions for its customers around
the world. Advanta Seeds is a member of the UPL group of companies. © 2017 Advanta US, Inc. ADV7010SG
2017_SorghumForms_Layout.indd 2 10/30/17 2:49 PM ADV 7010-SG Seed Selection Ad 8.5 x 10.75.indd 1 10/13/17 3:04 PM
Harris-Pincus said she does whatever she can on every
level when it comes to promoting sorghum. One method
that has proven successful for her is keeping a large bag of
sorghum in her office to give clients a sample to take home
and cook. She provides cooking instructions and directs
them to the Sorghum Checkoff consumer-focused website
www.SimplySorghum.com for recipe ideas. She sees it as
methods to achieve the Rule of 7 and make sorghum more an easy way for clients to experience the product without
of a household name. personal risk or investment and as a way to encourage them
Recipes are the number one searched item on the inter- to seek out sorghum next time they grocery shop.
B y M olli e D ykes nvheaelvto,e pw dmheievcnehlto iispn ew tdhh esyo Rermughlepu homaf s 7ris ep cilsiap bnee.s iE noagrc thpal koaecf netdh p eoosnep unreluactrir priteei codinpei-esst s bpyro cvoThidninensegec tbniunusgtir nwiteiiosthsne irsse twsst iaatruher saaonlrstgosh atuankmdi n ssgua pmae gprrmleassa srarknoedot stds. iThaspcupesyrso aianrcegh
and incorporated sorghum to display its versatility, many of the many benefits sorghum offers hoping they will begin in-
which can be found in the Sorghum Checkoff’s consumer corporating sorghum into recipes and stocking their shelves
brand, Sorghum. Nature’s Super Grain©, materials. They are with sorghum and sorghum products.
“I say to patients, ‘when you are going to eat some- all taking it a step further, though, by using those recipes as “Having them taste the sorghum is the most important
thing, ask yourself, does my body need this?’ and ‘Is there an educational tool. thing,” Brenner and Siegel said. “They need to taste it to
something in this that is going to give my body the fuel and “We like to educate through cooking,” Siegel of Triad to understand how versatile and delicious it is.”
the nutrition it needs to help me be healthier and prevent Wellness said. “When [consumers] are finding the different
Sorghum Grower Relationship
The internet is inundated with messages about what disease?’” Harris-Pincus said. “Sorghum absolutely answers recipes that incorporate sorghum into their favorite dishes,
to eat, what is healthy and what is not. From a those questions.” Tracee and I use that opportunity to educate them about the Through their efforts, these nutritionists are helping
marketing standpoint, it can be a struggle to get a Kathy Siegel, MS, RDN, CDN, and Tracee Yablon Bren- health benefits and how it is a sustainable grain.” sorghum growers build high-value demand for their har-
new product noticed and from a consumer stand- ner, RD, CHHC, managing partners at Triad to Wellness, are Social media has become a hub for sharing recipes, vested crop. They are promoting the many health benefits,
point, it can be hard to know who to trust when making both working moms and quickly discovered sorghum is an particularly recipe videos, and serves as a medium for edu- the efficiency of the crop and its versatility to chefs, grocery
these decisions. Insert nutritionists. easy and healthy option for this demographic. cating the masses. From Facebook to Twitter and Instagram stores and consumers, and they are able to tell the sorghum
When it comes to promoting sorghum as a food product, “We are very passionate about sorghum for many to Pinterest, social media story and provide the
several nutritionists have become the sorghum industry’s boots reasons, including the health benefits and its versatility. It is allowing these nutri- “ transparency of the crop
on the ground. Through blogs, cooking demonstrations, social takes on the flavor of what it is cooked with and is great for tionists to connect with I think health professionals working closely with that so many of today’s
media and grassroots conversations, these nutritionists have one-pot meals that working moms like us love. We are now consumers in new ways. consumers desire.
farmers to help spread that message and educate
been able to promote sorghum as more than just a trendy food. working hard on getting people to understand the benefits They are sharing the rec- “Transparency with a
“
Using their influence and expertise, they have successfully put of it and the many applications it can be used in,” Siegel and ipes they have developed the public is so important. When transparency is commodity is so import-
sorghum in front of groups who may have been unreachable Brenner said. and answering one of the ant,” Siegel said. “I think
provided, demand for the grain grows.
otherwise. These individuals see the value of sorghum and pro- Sharon Palmer, RDN, a nationally recognized nutrition most important ques- health professionals work-
mote it on a daily basis as part of their personal mission to help expert who is also known as The Plant-Powered Dietician, tions, “What do I do with ing closely with farmers to
consumers choose healthy whole grain products. focuses primarily on plant-based eating. She notes that it?,” which is one question help spread that message
people are regularly seeking new ingredients and flavors to Palmer said she gets frequently. and educate the public is so important. When transparency is
The Sorghum Draw
include in their diets Cooking demonstrations have also been key to answer- provided, demand for the grain grows.”
Whether it is the craving for another creative whole “People are always looking for new alternatives, so ing that question. At conferences and expos such as FNCE, On the flip side, sorghum growers are providing nu-
grain option, the desire for easy, healthy meals or the need that it is not the same old thing every time,” Palmer said. the Sorghum Checkoff partners with nutritionists to pro- tritionists with a sustainable, healthy grain that aligns with
for something that will fit into a well-balanced diet, nutri- “I love that sorghum is very nutrient rich, it is grown in mote sorghum and perform cooking demonstrations. As a their mission as nutritionists. This relationship works both
tionists all around are drawn to sorghum. the United States and it is sustainable. It fits well into what result, viewers are able to not only learn its health benefits ways and as long as nutritionists continue to be the boots
Lauren Harris-Pincus, MS, RDN, founder and owner of I recommend, which is having at least three servings of and how to cook the grain, but also how its grown and on the ground for the industry, sorghum will be more than
Nutrition Starring YOU, LLC, had just begun working as a whole grains a day and not just in whole grain breads, but about the growers producing it. Palmer says demonstrations just a trend.
consultant for a company who uses sorghum in their prod- also consuming in-tact whole grains, such as sorghum.” always spark in-depth conversations, particularly with other “I don’t think it’s trendy,” Harris-Pincus of Nutrition Star-
ucts when she came across the Sorghum Checkoff booth at nutritionists who are then able to share with their own net- ring YOU said. “I think it’s going to be one of those things that
Putting Sorghum on the Map
the annual Food and Nutrition Conference and Expo (FNCE) works, creating a snowball effect of increased awareness. once people realize how good it is not only for you, but also for
in 2014. Until this point, she said she had barely heard of sor- In marketing, there is a rule called the Rule of 7, which “I think allowing people to see sorghum close up and our farmers, our country, our economy and our environment,
ghum, but it was during that initial meeting that she became states a prospect needs to hear or see a message at least to taste it helps them buy into [sorghum],” Palmer, The people will start to embrace it more.”
more interested in sorghum and started to see how it fit into seven times before they will take action to buy a product Plant-Powered Dietician, said. “A lot of people have never Siegel added, “Trends come and go. Sorghum is not
her work focus on weight and diabetes management. or service. These nutritionists are employing a variety of heard of it, but they always love sorghum at the end.” a trend.”
18 SORGHUM Grower Fall 2017 SORGHUM Grower Fall 2017 19