Marketing

Amaranth was first grown commercially in the U.S. during the late 1970s. Since that time, production has fluctuated, and total acreage nationally is very limited. Until recently, the price farmers received for amaranth seed was high relative to other crops and created interest among producers. Because amaranth can be produced with existing equipment and fits with traditional commodity rotations, this led to several cycles of over-production. More recently, the relative profitability of corn and soybean production has curtailed both production and interest in producing grain amaranth. However, opportunities remain.

Markets for amaranth are centered primarily on the health food industry, which has been a growth market nationally. Consumers usually purchase amaranth because they (a) want a wheat- and gluten-free product, (b) like the nutritional profile of amaranth and/or (c) like more “exotic” foods in their diet.

However, for amaranth to find broader acceptance in the food industry, it must overcome several hurdles. Price will need to come down to make it more competitive with other grains; more consumers must recognize the grain’s nutritional benefits, which will be difficult unless a food manufacturer starts to invest in advertising; and a larger seed supply must be available. Enticing a larger food manufacturer seeking to avoid risk may be difficult unless a large inventory of seed exists, and such companies will likely be unwilling to be directly involved with contracting acreage.

Commercially grown amaranth can typically be marketed for around $0.40 per pound. Organic amaranth may sell for $0.65 per pound or more. Because amaranth in Missouri can routinely yield 1,000 pounds per acre — and sometimes double that – and input costs are significantly lower than costs for traditional commodity crops, amaranth represents a diversification strategy for farmers. Producers, however, must have access to cleaning equipment and marketing skills as no buyers or delivery points currently operate in Missouri, and most amaranth is sold cleaned and in bags or totes.

Rather than sell all of their amaranth on a bulk basis, some farmers in the Midwest and Great Plains have developed their own direct marketing strategies. Some sell amaranth to local bakeries, and others have built a mailing list of individuals who buy amaranth in small quantities for their own food use. Many of the individuals who use substantial quantities of amaranth are allergic to wheat, but they find that they can substitute amaranth for wheat without an allergic reaction because amaranth is gluten-free.

Available Market Information

The available markets presented on this website are meant to assist producers with marketing decisions. Please contact the specified business location prior to production of grain amaranth to verify marketing capability.