The United Sorghum Checkoff Program (USCP), a U.S. Grains & BioProducts Council (USGBC) member and key partner in marketing U.S. feed grains internationally, recently refreshed its logo to reflect its enduring commitment to U.S. sorghum producers through shifting international market dynamics.
USCP, founded in 2008, is dedicated to improving the health of the U.S. sorghum industry through research, promotion and education by helping farmers and consumers connect about the value of sorghum as a versatile grain.
“We didn’t change who we are. We clarified it. This update sharpens how we show up, how we tell our story and how we connect with buyers and partners around the world,” said Clint White, USCP director of communications.
“Sorghum continues to gain ground across food, feed and fuel, and this was the right time to align our visual identity with that growth and present a stronger, more unified look.”
The organization also developed a brand anthem video, “Rooted in Resilience. Growing with Purpose,” to illustrate its outlook and reach new customers for U.S. sorghum growers.
White added, “The brand anthem delivers an evergreen, high-quality storytelling asset, and incorporating U.S. sorghum into our brand helps clearly signal to international buyers the quality and reliability they can expect.”
To showcase U.S. sorghum’s wide range of applications, USCP also published a new World of Sorghum web page detailing recipes using sorghum for human consumption. The recipes are broken down by continent, allowing users to learn how different regions harness sorghum’s nutritional benefits.
“Food brings people together, and sorghum already plays a larger role in everyday diets around the world than it does here at home,” said Lanier Dabruzzi, MS, RD, LD, USCP director of nutrition and food innovation.
“This platform gives users simple, approachable ways to use sorghum in both familiar meals and global dishes. Demand grows when people know how to use the product, and this recipe hub helps make sorghum accessible, relevant and easy to try.”