By Tommy Hamamoto, U.S. Grains Council Director in Japan

The U.S. Grains Council is pleased to announce the launch of a line of a U.S. sorghum pancake mix that features “Sorghum: The smart choice” and the Council’s logo on the product package. The pancake mix can be found at Tokyu Hands Inc., one of the most influential specialized variety stores in Japan.

The sorghum pancake mix is manufactured by the Organic Foods Life Co. Currently, the different flavors are being sold in three branch stores of the Tokyu Hands, in Shinjuku, Shibuya and Himeji (Hyogo Prefecture). Japan remains one of the top customers of U.S. sorghum, and has already received positive feedback on the sorghum pancake products, with orders for more requested.

While the product line and the store space vary by each branch store, we expect more Tokyu Hands stores to carry the pancake mix in the near future. Tokyu Hands was established in 1976 and currently operates 20 department store and 10 specialty store branches in Japan’s large urban areas and major regional cities, and also one in Shanghai, China.

The Council also had a booth during the 18th International Food Ingredients and Additives Exhibitions and Conference, held May 15-17 in Tokyo. This year an estimated 34,000 people were in attendance and food products of U.S. corn, barley and sorghum were on display.

After the event, many who visited the booth expressed enthused interest in sorghum. USGC Japan plans to hold a press seminar and tasting event of white sorghum later in the summer to follow up with these potential customers.