Kansas Farmers Seek Sorghum Superfood Status Amid Trade Strains

Sorghum, a high-protein, gluten-free grain traditionally used as livestock feed and ethanol in the U.S., is facing new marketing challenges and opportunities after China, its primary export market, halted purchases due to tariffs. Storage facilities in top-producing states like Kansas are now overflowing, motivating producers to seek domestic buyers and rebrand sorghum as a superfood similar to quinoa. Despite its nutritional benefits—such as having twice the protein of quinoa—sorghum's image problem, including its unappealing name and its association with animal feed, makes rebranding difficult. While some advocates are experimenting with new recipes and promotional strategies, experts note that changing public perception is a significant hurdle. Historical examples, like the successful rebranding of kale and Chilean seabass, suggest that a well-executed marketing campaign could boost sorghum's popularity. Industry leaders remain optimistic, emphasizing both the grain's sustainability and its potential as a versatile food ingredient.