Incredible journeys that shape the present & future of food & beverage industry

Written by Hema Reddy / September 10th, 2015

Sorghum is a versatile grain.  Not only is it a superfood, but it serves for livestock feed and ethanol. It is an important constituent of diets in parts of Africa and India. It is also fermented into a popular Chinese liquor: Baijiu and used in KIND® bars and at one of Danny Meyer’s restaurants in New York.

Doug Bice is the high value markets director at the Sorghum Checkoff, which works with sorghum farmers in USA. This was a really fun interview.  We talk about what they are doing to position the grain on a global scale:

  • Making a commodity useful: you are not working with one particular company, but every company. An interesting dynamic
  • Why Sorghum disappeared and why it is coming back
  • Their recent ad with Southwest Airlines
  • How to make an emotional marketing appeal to consumers
  • A marketing approach based on being a player and not #1
  • Competing againts commodities who have higher marketing budgets