Son’s allergy inspires entrepreneur to launch healthful sorghum-based snack company

When Jessica Davidoff realized her son was severely allergic to corn — present in some 75% of America’s processed foods — she started experimenting with alternative grains to provide him with healthy, delicious snacks. Her breakthrough came with sorghum, an ancient “super grain” packed with nutrients and antioxidants. “It pops just like corn, but it’s smaller and tastes so good,” she says.

Jess’s discovery inspired her to launch the sorghum-based snack food company Cob Foods, which launched in the summer of 2024 after three years of recipe testing. She started by selling in local farmers’ markets and specialty grocers and her direct-to-consumer Shopify site so consumers craving healthy corn-free snacks could buy Cob, no matter where they lived.

With plans to scale Cob Foods through marketplace sales and strategic wholesale partnerships, Jess is poised to bring her sorghum-based snacks to cupboards nationwide. “We’re about to start selling on our first marketplace, Amazon, because it’s the easiest and has the most shoppers,” she says. “After that, we’ll pursue wholesale deals and marketplace sales with other national retailers.”

Looking ahead, Jess envisions Cob Foods expanding into two main categories: on- the-go snacks and pantry staples. From sorghum puffs and nutrition bars to whole-grain sorghum and baking flour, she’s focused on offering versatile, nutrient-rich products with high-quality ingredients and careful preparation processes. “When we make business decisions, we think carefully about our customers and how they purchase, cook, and eat food,” she explains.

Jess says her definition of success as a small-business owner is freedom. “It’s the freedom to decide what I’m going to do, with whom, and when,” she says. This mindset enables her to embrace the entrepreneurial roller coaster, balancing creativity and strategy while raising a young family. Her approach also reflects a keen awareness of the broader market. “Better-for-you food shouldn’t just be for a small subset of people,” she says, noting Cob Foods’ commitment to making healthy snacks broadly accessible. “It should be for everyone.”