Understanding Consumer Markets for Sorghum for Human Consumption

GRDC - Author: Kirsty McKenzie and Anthony Saliba (Graham Centre for Agricultural Innovation, Charles Sturt University)

Type: Research Paper
Knowledge level: Advanced

Farm Table says:

The authors of this paper note in the conclusion: “In summary, our research suggests that there is (at least) one large international market for Australian grain sorghum. While there may be issues with trade relations and other barriers, from a consumer perspective this market has two very attractive characteristics.  First, baijiu is linked to health and tradition.  This means that people are unlikely to stop consuming it abruptly.  Second, Australian sorghum would be acceptable to most consumers. In the Australian context, we could say that the consumer market is not yet activated.  Sorghum is not linked to tradition, and most people have probably not even heard of it.  However, it may be possible to market sorghum based on some of its health properties, and its gluten-free status.”. Please access the full paper via the link below if this research interests you.

The take home messages from this GRDC funded research are below. Please access the full paper via the link below for methodology, references, acknowledgements and discussion.

“Opportunities exist for higher value markets for Australian grain sorghum.  While trading sorghum for the Chinese baijiu industry is currently challenging, growers would benefit from keeping up with developments in this potentially more lucrative market for grain sorghum.  In the local market, sorghum has the potential to meet the needs of consumers for its health properties and for its gluten free status. Growers could benefit from following developments in this market and establish relationships with food manufacturers.”

 

2020 - Australia - GRDC - Author: Kirsty McKenzie and Anthony Saliba (Graham Centre for Agricultural Innovation, Charles Sturt University)
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