It seems everyone I know has a quiet spark of brilliance upon eating Ethiopian food for the first time: There is a market for this!

So I felt no surprise when my sister-in-law, Woubie, told me that her friends were already working on a plan to market teff, the gluten-free grain indigenous to Ethiopia. After all if berbere is the new chipotle, then teff is the new quinoa.

Let’s give them some shamelessly free advertising:

As mentioned in yesterday’s Take Part article, “Is This Gluten-Free Import from Ethiopia the Next ‘It’ Grain?,” Love Grain is a Boston-based start-up that is selling a teff-based breakfast mix that can also be used to make pancakes, waffles, muffins, cookies, and even grits. I just ordered a bunch online!

Learn more about the Love Grain vision:

If you missed it the first-time, here’s a lesson in making injera from my January 2014 visit to Ethiopia:

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About Ashley Saw the World

Ashley grew up in Wichita Falls, Texas. She studied the liberal arts and law, and enjoys writing, painting and cooking. She is married into an Ethiopian family and dedicates this blog to sharing their story.




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