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The negative view of farmers as polluters or poisoners of land led to many in the region to change their

methods to satisfy a level of respect that led to a social and ethical conversion (Stéfanini & Ravatua-Smith

2013). These farmers were now perceived to be more respectful to the environment and their own personal

well-being as they could intensify their farming on the same amount of land. This approach worked for these

farmers as they abandoned their old representations to pave a new way of life for them moving forward.

Whilst this has been a positive step forward for these farmers, it’s not clear whether the rise of quinoa as a

superfood will have a similar effect. Quinoa requires more intensive land use and an increase in production

could lead to unsustainable farming practices reducing the agrobiodiversity and sustainability of the regions in

which it is grown. Increased market growth will also lead to developed countries with large scale agricultural

sectors taking over the lion’s share of production.

In less than a decade, quinoa has ridden a wave of demand from being largely unknown outside of

South America to an upper-class staple in many western countries including the United States and Australia

(Bellemare, Fajardo-Gonzalez & Gitter 2016). This rapid rise in popularity saw the price of quinoa almost

triple between 2006 and 2013. Whilst this may seem like a positive impact on the Peruvian and Bolivian

communities, it also creates a dilemma with production for a growing international market whilst still

maintaining community interests and resources, meeting basic household needs, and maintaining profit

margins.

QUINOANOMICS

The United Nations Food and Agriculture Organisation declared 2013 as the International Year of

Quinoa. Chenopoduym quinoa Willd., is a seed crop that has been grown traditionally in the Andes of Peru

and Bolivia for thousands of years (Jacobsen 2006). Its ability to withstand harsh conditions whilst also

providing a nutritious food source has seen quinoa rise in the Western world as a “superfood”. Its high protein

and mineral content, essential amino acids and lack of gluten has thrust this pseudocereal into the spotlight of

western health food consumerism.

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