Promotion of sorghum and sorghum seeds in Ukraine and Russia

Sorghum, a crop with multiple outlets and high environmental and economic value, offers many opportunities in Eastern Europe. The EU promotion programme can trigger significant developments within a limited budget.On this issue, FNPSMS (the National Federation for the Production of Maize and Sorghum Seeds) aims to promote sorghum and sorghum seeds in Ukraine and Russia. Sorghum, the 5th most cultivated cereal globally, offers many outlets especially in feed (pigs, poultry, dairy cows) and industrial processing (energy biomass, bioethanol, biomaterials). Sorghum currently covers 510,000 ha Ukraine and 225,000 ha in Russia.In existence for nearly 50 years, FNPSMS has been promoting maize seeds (a product similar to sorghum seeds) at the European level for the past 10 years. With its technical expertise and well-established communication network, the FNPSMS is an experienced organisation optimally placed to successfully carry out this programme.The promotional programme focuses on two important geographical areas: Ukraine and Russia. These countries were selected for their climate, potential gains in acreage and market share, and FNPSMS’s previous experience in promotional activities.The aim of this “B2B” campaign is to improve farmers’ and other agricultural professionals’ knowledge about sorghum, increase sorghum acreage and expand market shares for EU sorghum seed producers. The programme promotes the quality of European sorghum against its global competitors. The proposed catalogue of actions affects all specialised stakeholders, through both broad channels (website, video etc.), and targeted means (press and study trips, variety trials etc.).The total budget for this promotional programme amounts to €554,280 over three years (€184,760 per year on average).