Sifferath explained that many current users still have incorrect nutritional data that doesn’t recognize sorghum’s true benefits. The reverse mission is providing current data and instructing participants on how to use sorghum most effectively.

For non-users, the team will provide educational materials and briefings on how incorporating sorghum can reduce feed costs.

“This is the kind of practical, hands-on work we can do to promote sorghum as the U.S. sorghum industry leadership and USCP funding,” said Chris Corry, USGC senior director of international operations.

The current push to maximize sorghum sales is especially timely because the European Union is in the final four weeks of its buying season, which will wind down as the 2011 EU feed grain crop starts to hit markets July 1. It usually takes six weeks to execute a trade.

The sorghum referendum, conducted in February, produced a healthy 76 percent vote of approval for the checkoff, which passed in every state where votes were cast.

U.S. sorghum exports to the EU totaled almost 730,000 tons (29 million bushels) as of March 24, and sales of an additional 60,000 tons (2 million bushels) were outstanding. From no sorghum purchases last market year, Spanish purchases now stand at 590,000 metric tons (23 million bushels), making it the number two market, behind Mexico, for U.S. sorghum exports in 2010/2011.