Marketing Assessment of Indian Ricegrass as a Gluten-Free Flour and in Baked Finished Goods

Through the proposed USDA-SBIR Phase I Marketing and Trade project, market expansion and diversification opportunities will be explored for the Amazing Grains Grower Cooperative and their trademarked MontinaTM products. MontinaTM products are formulated from the gluten-free grain Indian ricegrass. The expanding demand for gluten-free/wheat-free products, largely by the growing population of individuals diagnosed with celiac disease, is central to the business expansion and diversification goals of Amazing Grains. The new market opportunities to be explored for MontinaTM products include the growing body of consumers seeking gluten-free/wheat-free alternatives, bulk sales to food processors or baked good manufacturers and further value-added, finished goods manufacturing by Amazing Grains itself as it explores the viability of adding products such as gluten-free breads, cookies, and cereals to its product inventory. In order to carry out this market research effectively, Amazing Grains will work with experts in food science, nutrition, agricultural economics and food marketing research in order to fully characterize the nutrient composition, baking characteristics and consumer evaluation of their various products. Ultimately, Amazing Grains will enhance their knowledge of strategies for market entry and advancement of market share in the growing food industry sector of gluten-free products.