United Sorghum Checkoff Program

Client

Challenge

After years of research, Sorghum Checkoff built a robust library of insights, showcasing sorghum’s sustainability story. The organization recognized consumers lacked awareness of sorghum’s environmental benefits, and producers were eager to share this credible, in-depth data. The challenge? How to bring the story forward.

SOLUTION

To make sorghum’s sustainability story both accessible and impactful, Curious Plot developed a dynamic, consumer-friendly Sorghum Checkoff landing page. This interactive resource translates complex research into clear, engaging content for consumers while also serving as a credible resource for producers.

WEBSITE

LANDING PAGE HIGHLIGHTS

A cohesive narrative demonstrating sorghum’s role in soil health, water conservation and ecosystem support.
Key sustainability facts and data points with links to deeper research for those who want to explore further.
An embedded video series designed for visual learners.
Interactive features that invite users to engage and discover more.

RESULTS

Curious Plot designed a landing page to educate consumers on sorghum’s sustainability advantages, while positioning sorghum as a resource-conserving crop. At the same time, it provides a hub for producers to access and share data-driven insights that reinforce sorghum’s role in sustainable agriculture.

Curious Plot created a dynamic, award-winning landing page highlighting sorghum as “The Grain That Gives.” Highly educational and interactive, consumers are drawn into the webpage to learn more with eye-catching images, videos and scroll-jacking features that guide users through the content as they move down the page.

“The work that Curious Plot did in redesigning our website has transformed how we communicate and connect with our audiences. The new Sorghum Checkoff website serves as a true marketing hub: clear, modern and aligned with our brand. Since launch, we’ve seen a 45% increase in time on page, a 30% rise in recipe traffic and stronger newsletter sign-ups through streamlined calls to action. The site now tells the story of our producers, promotes sorghum’s versatility across food, feed and fuel markets; and it supports our goal of elevating sorghum’s value worldwide. It’s a strong example of creative and strategic collaboration, driving real results.” — Clint White, Communications Director, United Sorghum Checkoff Program