In 2008, Diageo, the world's largest premium drinks brand, committed to develop the sorghum agricultural value in Cameroon and to provide a sustainable source of local grains for use in Diageo's products. Diageo is working with farmers in Cameroon to develop skills and agronomic practices, establish collectives, and provide farmers with access to credit and establish collectives.

The company plans to replace as much as 16,000 tons of imported grains with locally produced sorghum for its drinks. Approximately 10,000 people will benefit from the local sourcing of grains.