The United Sorghum Checkoff Program is currently experiencing a wave of positive developments, driven by celebrity investment, new food applications, and the crop’s inherent resilience. Norma Ritz Johnson, Executive Director of the United Sorghum Checkoff Program, recently shared the details with Farm Director KC Sheperd.
The Novak Djokovic Effect and New Premium Markets
Johnson confirmed that a key source of excitement is the market for Pop Sorghum, a snack she called “the dentist’s favorite” because, unlike popcorn, “there is no kernel left.” This product recently gained global attention thanks to a major investment from a legendary figure.
“There is a company called Cobb Foods that is very active in processing the Pop Sorghum,” Johnson said. “They have a legendary tennis player on the global level, Novak Djokovic, who recently became a major investor in that company.”
Djokovic is a strong proponent of the crop, crediting sorghum for his health and his successful return to tennis. Johnson sees this as a crucial step in the Checkoff’s mission:
“It’s one of the ways that the Checkoff is working to diversify markets and to find those premium markets for our producers.”
The Power of Drought Tolerance
When KC Sheperd highlighted sorghum’s popularity in Oklahoma due to its low water requirements, Johnson reinforced the crop’s unique physiological strength, which is vital in water-limited areas.
“That’s true. It is, of course, known for being drought-tolerant,” she stated. “Sorghum is one of those crops… that will wait on water to come along.”
This characteristic means that 91% of US sorghum is rain-fed. The advantage extends beyond grain production and is also leading to an expansion in animal feed:
“Sorghum’s drought-tolerant characteristics are also helping to increase acres dedicated to forage production,” Johnson noted, citing increased demand for sorghum silage to replace corn silage in the High Plains.
Global Demand and Risk Mitigation
The Checkoff program is actively building relationships to create new global demand for US sorghum, which is used for poultry and livestock feed, aquaculture, and alcohol production in Asia. They recently hosted 110 potential customers from 11 different countries to showcase their product.
Johnson asserted that US producers have an “outstanding crop this year” ready to meet that demand as soon as trade negotiations are finalized. Beyond new markets, sorghum provides financial security for growers.
“When there are uncertain times, sorghum, based on being a resource-conserving crop, based on a lower input cost in terms of the crop, is a way for producers to mitigate risk,” she explained. Producers look to sorghum because it can provide a “consistent, predictable return” when times are uncertain.
