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Ethiopian Grain Thrives with North American Customers

Ethiopian Grain Thrives with North American CustomersFrom the floor of Natural Products Expo West to the 2023 Datassential Food Trends report, the overwhelming interest in global flavors, clean labels and natural ingredients is dominating today’s food trends. Maskal Teff, a brand of flour and grain products made of teff, also known as the Ethiopian superfood, is emerging as a preferred ingredient because it is naturally gluten- free, and high in protein among other nutrients, making it a healthy choice for consumers seeking a nutritious alternative to traditional grains.

Maskal Teff is grown by farmers throughout the Intermountain West where it is then harvested, milled and packaged at the Teff Company headquarters in Boise, Idaho. Teff company has been providing teff products to customers for nearly 40 years and has become a preferred source for bakeries and customers nationwide.

New Branding Honors Grain’s Place in Ethiopian Culture

To make Maskal Teff identifiable to its customers, and to best reflect the cultural heritage of teff’s origins, Teff Company has developed a new visual identity that reflects the quality, taste and health benefits of its teff products.

At the center of the new branding is a lion, which is a significant animal in Ethiopian culture, typically a symbol of bravery as depicted in Ethiopian art. Teff is extremely important to Ethiopians and Eritreans culturally, and the makers of Maskal Teff wanted to recognize that importance when introducing teff to new audiences.

“The colors and logo design are reminiscent of the colors and designs found in art and textiles in east Africa. We believe that teff can benefit people of all backgrounds, but we really want to celebrate the contributions made by Ethiopian and Eritrean people through teff,” said Royd Carlson, Marketing Manager of Teff Company.

The Outlook for the Fusion of Flavors

According to Nutritional Outlook’s 2023 food flavor trends report, the foodservice industry can expect to see Korean, Indian, Mexican, Peruvian, and Ethiopian flavors to continue to appeal to consumers, with fusions between the cuisines continuing to trend. As the exposure to global flavors expands across the US, consumers are discovering the versatile benefits of teff, incorporating this ancient grain into recipes such as waffles, cookies, crackers, and even porridge. Teff Company offers Maskal Teff flour in 14 oz bags for retail customers and 25 lb bags for foodservice customers.

A whole grain alternative to wheat flours and other ingredients containing wheat, rye, or barley, teff is commonly compared to quinoa or farro, but stands out from all other grain in its protein content, containing five grams in just a half cup of cooked teff. Injera, an Ethiopian flatbread is made with a fermented batter of teff flour, water and yeast, and is a foundation of Ethiopian culture and cuisine. Teff Company has created an online ‘how to‘ resources for foodies and fans of international cuisine.

The Teff Company has been supplying the Ethiopian and Eritrean communities for nearly thirty years with American-grown Maskal Teff. Today Maskal Teff is available nationally in health food stores. To learn more visit www.teffco.com.


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