From conservation to sorghum agroindustry: Consumer perspectives and preferences of sorghum, East Nusa Tenggara, Indonesia

Abstract The food industry needs insight into consumer interests and preferences to design product strategies, innovations, and distribution systems aligned with market demand. Sorghum, a climate-resilient cereal crop with high nutritional value, supports healthy modern lifestyles. Its sustainable development depends on balanced supply and demand in the community. East Nusa Tenggara, particularly Kupang Regency near Kupang City, is designated as a national sorghum development area, giving it strong potential as a production hub in West Timor. This study aims to identify consumption patterns, preferred sorghum- based products, and distribution channels; analyze product acceptance and willingness to pay; and provide strategic recommendations for future development. Data were collected through surveys using purposive sampling, Focus Group Discussion, Hedonic Test, and literature review. Results show that sorghum is recognized as a local food, yet knowledge, experience, and consumption frequency remain low due to limited market availability. Sorghum rice, porridge, cookies, and bread are the most preferred forms. Educational programs should highlight sorghum’s nutritional benefits and its suitability for local land. These findings provide a basis for improving distribution, promotion, and marketing strategies to enhance sorghum’s role as a key local commodity and strengthen its contribution to food security in West Timor.