Today’s buzzwords—ancient grain, gluten free, regenerative agriculture—drive the market. The sorghum industry is perfectly positioned to take advantage of the current market’s attitude and create significant market opportunity in the consumer food space for sorghum farmers across the U.S.

According to a recent report from the Sorghum Checkoff, sorghum demand in the restaurant food service industry grew 29 percent from 2018 to 2019. The grain now appears in several major fast food outlets, like Taco Bell and Chickfil-A, which provided sorghum high consumer visibility. 

Recently, several companies using sorghum in their product formulations have made huge progress toward mainstream market entry. Ka-Pop! Snacks is a leading product in the consumer foods industry in  regard to ancient grain formulations and has attracted the attention of various retailers and news outlets.

Ka-Pop Snacks

As much as he loves health and fitness, Ka-Pop! Snacks CEO Dustin Finkel loves eating even more. After binging on “healthy chips” loaded with empty calories, Finkel turned to his ancient grain-stocked pantry and began devising a plan to create the perfect alternative to unhealthy snacks—Ka-Pop! Snacks was born.

Through careful thought and consideration, Finkel found that sorghum fit perfectly into the snack’s formulation. Ka-Pop! Snacks is the only snack commercially available using only ancient grains, with a primary focus on sorghum, in its recipe. Strategic marketing helped Finkel get Ka-Pop! Snacks on the shelves of grocery stores, like Whole Foods Market, and into the hands of consumers. 

On Jan. 19, Finkel made an appearance on Shark Tank, a popular TV show, to pitch Ka-Pop! Snacks to a panel of investors. This TV appearance could allow for U.S. sorghum to penetrate mainstream marketplaces, creating potential market opportunities for sorghum producers across the U.S. 

Household name?

With commercial availability of food grade sorghum increasing, consumers are more comfortable accepting the grain as a household name. Sorghum grows more attractive daily to consumers who are seeking products aligned with plant-based protein, gluten-free and sustainably- produced labels.

The versatility of sorghum allows for flexibility in numerous product formulations. Whether you are looking to produce a crouton or popped snack, sorghum has the culinary properties to satisfy. 

The market opportunity food grade sorghum offers U.S. farmers is virtually untapped. If companies like Ka-Pop! Snacks continue to advocate for the benefits of ancient grains, specifically sorghum, farmers may want to consider planting a few acres of food grade sorghum to help meet growing market demands.

Right Rice

RightRice CEO Keith Belling loves rice but does not care for the empty calories or carbohydrates he feels come along with it. On his quest to make the perfect rice, he formulated a product high in fiber and protein while still maintaining the nutritional integrity of its ingredients—RightRice.

RightRice, a vegetable-based rice alternative, has recently launched a line extension called RightRice Medley. The new products feature various ancient grains, including sorghum, in its formulations aiming to replicate rice pilafs.

Whole Foods Market, Kroger and Sprouts are just a few of the large grocery stores to stock RightRice in store while companies like Amazon and FreshDirect offer the product commercially online.

Pop Bitties

When a passion for culinary arts and a healthy lifestyle collided, Mark’s Mindful Munchies CEO Mark Andrus created Pop Bitties, an air-popped whole grain sorghum snack.

Pop Bitties offers consumers the opportunity to enjoy a gluten free, whole grain and environmentally conscious product. Pop Bitties is one of the few popped sorghum brands commercially available. 

Numerous groceries along the Eastern coast, like Brothers Marketplace and Roche Bros. Supermarkets, stock Mark’s Mindful Munchies in store for convenient pickup. If you are located elsewhere in the country, Pop Bitties are also available for purchase on the company’s website and Amazon.

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This story originally appeared in the Spring 2020 Issue of Sorghum Grower magazine in the Serving Up Sorghum department.