4 ways to successfully market fonio in Europe
Fonio is quickly becoming one of the most exciting grains in the European food sector. To explore the business opportunities of this 5,000-year-old crop, food professionals gathered at the What the F#nio?! Festival on 2 June 2026. Whether you produce fonio in West Africa or import and develop products in Europe, this ancient grain offers strong commercial potential.
A growing premium market
The European market for fonio is currently small but offers excellent opportunities for small and medium-sized enterprises (SMEs). After France, the Netherlands is the second-largest importer in the European Union (EU), bringing in around 43 tonnes annually.
Because of its unique qualities and small-scale processing, fonio sells at a premium price compared to grains like white rice. For entrepreneurs, this means you can successfully position fonio in the mid-to-premium segment. By marketing fonio internationally, producers can benefit from new economic opportunities and strengthen their position in the global food chain.
New toolkit for entrepreneurs
To support your business strategy, Fonio Collective launched a toolkit during the festival. It offers practical inspiration for producers, exporters, and European buyers looking to grow their business with innovative food products. The toolkit highlights 4 focus areas you can use to market fonio to European consumers:
- Climate resilience:
Fonio thrives in dry climates and poor, sandy soils where other crops struggle. It matures in just 6 to 10 weeks without the need for fertilisers or pesticides. Most importantly, its deep roots protect the soil. Every kilogram of fonio grown protects the soil and stops the land from turning into desert in the Sahel, a large dry area in West Africa.
- Rich culture:
Fonio is Africa’s oldest cultivated grain, with a 5,000-year history. Historically served to kings and guests of honour, it remains a symbol of cultural pride. Today, the cultivation of this crop strongly promotes women’s entrepreneurship.
- Health and nutrition:
Fonio is a highly nutritious whole grain. It contains slow-release carbohydrates that provide steady energy and keep blood sugar levels stable. It also contains high levels of essential amino acids, making it a valuable ingredient for health-conscious consumers.
- Naturally gluten-free:
Fonio is completely gluten-free, versatile, and cooks in just a few minutes. With a slightly nutty flavour and a texture between couscous and quinoa, it is a perfect match for the fast-growing European gluten-free market.
Looking back at the What the F#nio?! Festival
Photo: Katinka Schlette
The Fonio Collective and the Slow Food Youth Network Netherlands (SFYN) organised What the F#nio?! Festival to connect a pioneering group of food professionals. The programme featured keynote speakers, culinary and product development panels, top chefs, and a craft brewery. The event provided a strong platform for industry professionals to exchange market insights, explore product innovations, and build valuable business partnerships in the fonio sector.
Learn more
The European fonio market is still small and emerging. Because of this, positioning it as a speciality grain offers the best business opportunities. Discover the details in our study on exporting fonio to Europe.
Explore the Fonio Collective's toolkit to learn more about this unique grain and its opportunities in the European market. Alongside practical preparation tips, the toolkit offers valuable inspiration for entrepreneurs looking to build a business around innovative, future-proof food products.
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