Client: Sorghum United — global nonprofit organization dedicated to promoting sorghum as a climate-smart, sustainable crop
Services: Media Outreach, Press Release Distribution, Expert Positioning
The Challenge
Sorghum United needed to raise awareness of sorghum as a nutritious, sustainable grain and position the organization as a global leader in climate-smart agriculture. The goal was to secure earned media coverage in both food and agriculture trade outlets as well as broader sustainability publications to build credibility, attract partners, and influence public perception.
The Approach
I created a PR strategy that highlighted sorghum’s environmental, nutritional, and economic benefits. Each pitch was tailored for the audience:
- Food & Consumer Media → recipes, health benefits, and versatility of sorghum.
- Agriculture Media → climate resilience, farmer perspectives, and industry impact.
- Sustainability Media → sorghum as part of the global solution to climate change.
Tactics included:
- Targeted journalist outreach to agriculture and food editors.
- Timely press release distribution to trade publications.
- Expert positioning of Sorghum United leadership for commentary.
The Results
Earned media coverage across leading agriculture outlets, sustainability publications, and mainstream food media.
Key Highlights:
- Food Republic: Coverage of sorghum’s nutritional and culinary applications.
- Forbes People: Positioned sorghum leaders within global conversations on sustainability.
- Sustainable Brands & Global Warming is Real: Features on sorghum’s role in climate-smart agriculture.
- Agri-Pulse, Ag Funder News, AgriTalk, Ag Information Network: Multiple placements establishing Sorghum United as a trusted voice in the ag industry.
- Farm Progress, High Plains Journal, Nebraska Farmer, Capital Press: In-depth regional coverage reaching producers directly.
- Where the Food Comes From & Farm to Table Talk: Coverage bridging consumer and farmer perspectives.
- African Farming: Highlighting sorghum’s global reach and role in food security.
- Oklahoma Farm Report & Norfolk Daily News: Local visibility to support grassroots credibility.
The Impact
- Positioned Sorghum United as a leading global voice in sustainable agriculture.
- Built cross-sector awareness — from farmers to consumers to sustainability leaders.
- Strengthened credibility to attract future partners, funders, and global stakeholders.
