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. OBJECTIVES: Phase I research will determine the feasibility of positioning Amazing Grains' line of MontinaTM products as the primary gluten-free choice of individuals struggling to live with Celiac disease. In partnership with celiac and gluten- intolerant support groups, research efforts will evaluate markets with the highest probability of commercial success. Technical objectives include: 1. Analyzing opportunities that exist to make bulk sales to food processors in both national and international markets; 2. Developing strategies to take advantage of these opportunities and overcome any barriers to market entry; 3. Assessing the feasibility of developing Amazing Grains' own line of value-added, gluten-free finished goods. APPROACH: The research approach will involve: 1. Assessing and identifying market requirements for MontinaTM. 2. Understanding the nutrient composition profiles and sensory characteristics of MontinaTM as a gluten-free product of choice by consumers. 3. Analyzing opportunities for bulk sales of Amazing Grains products to food processors in both national and international markets. McLeay will conduct personal interviews with the manufacturers identified in 5-1 to determine the opportunities and constraints. Questions will be asked relating to product attributes including: nutritional composition, baking characteristics, compatibility with existing recipes and ingredients, availability of supply, price, quality assurance (purity of product) and taste. 4. Assessing opportunities for an Amazing Grains line of value-added, gluten-free finished goods such as cookies, cakes or snack bars. 5. Developing strategies to take advantage of these identified opportunities and overcome any market-entry barriers
