Last July, a Whole Foods store in New York’s Harlem decided to stock bags of fonio, a West African grain similar to couscous. The first shipment sold out in three hours. Just last week, Los Angeles Lakers forward Luol Deng hosted a fonio party at his home. It’s the hottest grain you’ve never eaten.
‘We’re so ready for fonio to go to the next level,” said Noah Levine, the chief marketing officer at Yolélé Foods, a company attempting to create the first global supply chain for the grain.