We're pleased to announce, America's sorghum growers - represented by the United Sorghum Checkoff Program ("USCP") - continue to provide support to our effort to turn James FC Hyde Sorgho Whiskey into a national brand. This time financially, by awarding us a 2018 Cooperative Branding Grant.
Under the Cooperative Branding Program, we co promote the use of sorghum as a key ingredient, by including USCP's approved logo ("SORGHUM: THE SMART CHOICE") on our labels, and signage. In return, USCP awards annual grants to Cooperative Branding Partners.
Qualifying this year was more challenging than usual because USCP changed its official logo. We were required to change our art work to use the new logo, and seek approval once again. We just received notice of approval and that we will be receiving the 2018 grant.
While we're not at liberty to disclose the size of the grant, it is a meaningful amount (measured in thousands not hundreds), but equally important is having America's sorghum growers line up behind our effort. In what is likely another unique aspect of James FC Hyde Sorgho Whiskey, we're hard pressed to name another spirit company that has a national grower's association supporting it.
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