As sorghum starts to make inroads into new countries, marketing arms like the U.S. Grains Council and the United Sorghum Checkoff Program (USCP) play valuable roles in its promotion. As a result, three overseas markets show great potential for imports of the product: Morocco, Saudi Arabia and Egypt.
U.S. sorghum has made a strong entrance into the Moroccan feed market with reports of the country importing more than 85,000 tons (3.3 million bushles) so far this year, with two more shipments set to arrive within the next few weeks. According to Troy Skarke, USCP and USGC board member, these sales can be partly attributed to a mission hosted by the Council earlier this year when a group of Moroccan end-users, feed millers and traders visited the United States and Mexico to learn about the benefits of feeding sorghum.
“That mission produced immediate results and purchases of U.S. sorghum,� Skarke said. “If we service our customers with the good quality product that we have, there is no reason to believe that they will not be repeat buyers.�
In addition to Morocco, Saudi Arabia has also started to show an interest, particularly in non-tannin sorghum. The Council confirmed the approval by the Kingdom for the shipment of three containers of the product to be used in feeding trials where industry users will determine the nutritional values of the grain in Saudi Arabia’s unique climate.
Traditionally, the Kingdom imports corn and wheat. However, as the U.S. market share for corn in Saudi Arabia has been less than 50 percent for the past ten years, ideally, pending the successful introduction of sorghum, U.S. corn exports to the Kingdom will grow as sorghum will give Saudi Arabia another reason to purchase vessels filled with U.S. grains.
“I see the potential to move sorghum into the poultry and livestock industries as end-users are looking for a cheaper source of protein in livestock diets,� Skarke noted.
In Egypt, the Council is preparing to conduct feeding trials for the country’s third largest poultry operation. In addition to promoting sorghum to Egypt’s poultry industry, the Council is also working closely to eliminate a 5 percent import duty on the product. Such developments are good news for sorghum producers and have shown how effective marketing and close industry relationships can go a long way.
According to Bill Greving, USCP president and a Kansas farmer, “The Sorghum Checkoff has been able to leverage dollars three-to-one in order to market sorghum worldwide by utilizing the Council. This has created a win-win situation for both organizations.�
Written by Jodi Kiely, USGC Contributing Writer