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: