Source: UNIVERSITY OF NEVADA submitted to
TEFF MARKET RESEARCH STUDY
Sponsoring Institution
State Agricultural Experiment Station
Project Status
TERMINATED
Funding Source
STATE
Reporting Frequency
Annual
Accession No.
0213682
Grant No.
(N/A)
Project No.
NEV051DC
Proposal No.
(N/A)
Multistate No.
(N/A)
Program Code
(N/A)
Project Start Date
Jan 1, 2008
Project End Date
Aug 15, 2008
Grant Year
(N/A)
Project Director
Curtis, K.
Recipient Organization
UNIVERSITY OF NEVADA
(N/A)
RENO,NV 89557
Performing Department
RESOURCE ECONOMICS
Non Technical Summary
Teff is a warm season annual grass native to Ethiopia that has been successfully grown in the Fallon area. That fact that Teff is gluten free makes the flour critical to those people who suffer from Celiac disease, which is caused by an allergy to gluten flour found in flour from cereal grains such as wheat. The potential markets for teff seed and flour are specialty markets catering to Ethiopian cultures and restaurants, organic and natural food markets, and markets providing food products to people who must avoid grain products containing gluten.
Animal Health Component
(N/A)
Research Effort Categories
Basic
(N/A)
Applied
100%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
60316393010100%
Knowledge Area
603 - Market Economics;

Subject Of Investigation
1639 - Annual grasses, other;

Field Of Science
3010 - Economics;
Goals / Objectives
To conduct a feasibility study for teff producers to sell processed seed to additional mills, gluten free flour to direct consumer, retail and forage.
Project Methods
The University will provide the following in this study: Overview of all current milling/processing facilities for Teff in the U.S. Overview of all potential markets, including distributors, retailers, and other users for Teff in the U.S. Potential Teff product pricing for the various markets, which may include phone and mail survey methods. Current Teff distribution methods, including contacts or other agreements used in the marketing of Teff in the U.S.

Progress 01/01/08 to 08/15/08

Outputs
OUTPUTS: Completed items included a competitive analysis of the teff flour market, a market analysis of the current and most likely users of teff flour, and a consumer survey. A telephone survey of restaurants and grocery outlets (including conventional grocery stores, ethnic restaurants and groceries, health food restaurants and stores, etc.) was conducted to evaluate the market for teff flours/grains. The survey sought to determine current usage of these products by respondents, the attributes of flour and grain products that retail establishments and their customers prefer, current supply methods, satisfaction with current flour and grain suppliers, past purchasing history, and preferred packaging. The survey focused on establishments that may serve teff products or cater to customers who many be interested in teff products. Establishments in the 11 western states were considered in the survey with 119 total surveys completed. A final report was written and distributed to interested Teff producers in Nevada, as well as UNCE faculty and staff. Producers are currently in discussion with regional restaurants to establish purchasing arrangements for teff flour products and grants from USDA have been given to Teff producers to purchase milling machinery. PARTICIPANTS: Kynda Curtis, project director Thomas Harris, staff support Jason Entsminger, undergraduate researcher Maggie Cowee, publication editing Jay Davison, teff producer liason, teff production advising TARGET AUDIENCES: Teff producers in Nevada. The study represents an evaluation of the market potential for Nevada teff products. This study was initiated by current teff producers in Churchill County, NV in an effort to determine the best course of action for the further marketing of their product. PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
A final report was written and distributed to interested Teff producers in Nevada, as well as UNCE faculty and staff. Producers are currently in discussion with regional restaurants to establish purchasing arrangements for teff flour products and grants from USDA have been given to Teff producers to purchase milling machinery.

Publications

  • Curtis, K.R., C. Bishop, and J. Davison, (2008). Northwestern Nevada Teff Production Costs & Returns, 2008. University of Nevada Cooperative Extension Special Publication, SP-08-13. 8 pages.
  • Curtis, K.R., J. Entsminger, M. Cowee, J. Davison, and T. Harris, (2008). Market Potential for Nevada Teff Products. University Center for Economic Development (UCED) publication 2008/09-02. 38 pages