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RESEARCH&

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OUR MISSIONto keep consumers informed about quinoa’s current impact on the global economy, on the environment, and on its cultivators

to promote quinoa as a nutritious, wholesome food that is rich in protein and supports a healthy lifestyle

to share quinoa’s rich history and promote it as more than just a health food trend

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For thousands of years, quinoa has been the lifeblood of the altiplano Indians, native to the Andes Mountains in Peru and Bolivia. The grain flourishes in harsh conditions, 10,000 to 20,000 feet above sea level.

The altiplano Indians believed that a sacred bird called the kullku brought the grain to their people as a gift from heaven. They considered quinoa to be a blessing, consumed to sustain the body, heighten physical endurance, and maximize spiritual growth.

INTRODUCTION

FUN FACT

Incan messangers gained more oxygen during their travels by combining coca leaves and ash from the quinoa plant, and holding it in the

FOLKLORE

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Ancient Incas referred to quinoa as la chisiya mama, or “the mother grain” because of all of its benefits and holy origins. The first planting of the season was a very sacred ceremony, in which the emperor would sow the first seed with a golden planting stick. The harvest was celebrated with chicha, a beer made from fermented quinoa.

In the 1500s, Spaniards took over the Andes territory and altered the culture of the Incans forever. Quinoa fell into obscurity until the 1970s. Some variants of the seed have been found in excavations in Mississippi, Alabama and Arkansas. Today, quinoa is grown in Canadian prairies and the Colorado Rockies, yet most available quinoa is imported from South America. The food is now endorsed by the Quinoa Corporation.

MOTHER GRAIN” QUINOA TODAY

HISTORY OF QUINOAQuinoa’s rich history in the Andes and its journey to North America

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HOW ITS GROWN

Plants grow from 1 1/2 to 6 1/2 ft in height, and come in a range of colors that vary from white, yellow, and pink, to darker red, purple, and black. Quinoa has a thick, erect, woody stalk that may be branched or unbranched, and alternate, wide leaves that resemble the foot of a goose. Leaves on younger plants are usually green; but as the plant matures, they turn yellow, red, or purple. The root system develops from a tap root to form a highly branched system that makes plants more resistant to drought. Varieties of quinoa mature in 90 to 125 days after planting in southern Colorado. Early-maturing varieties are recommended because of the short growing season at these high elevations.

Quinoa is usually self pollinated, but cross pollination does occur at rates of up to 10 to 15% (Risi and Galwey, 1989). Seed is produced in large clusters on a panicle that resembles that of sorghum. The seed is similar in size to millet (0.8 to 0.11 in. in diameter) and has two flat surfaces and rounded sides, which resembles an aspirin tablet. Seeds can be black, red, pink, orange, yellow, or white in color. The seed color is due to a resinous coating that contains two to six percent saponin. The embryo comprises 60% of the volume within the pericarp, and this results in the higher protein content of the seed in comparison to cereal grains.

Physical Properties and Temperal Environments

NUTRITIONAL ANALYSIS OF FIELD-GROWN QUINOA COMPARED WITH VARIOUS GRAINS

CROP % WATER % PROTEIN % FAT % CARB % FIBER % ASH

barleybuckwheatcornmilletoatsquinoariceryewheat

9.010.713.511.013.512.611.013.510.9

14.718.5

8.711.911.113.8

7.311.513.0

1.14.93.94.04.65.00.41.21.6

67.843.570.968.657.659.780.469.670.0

2.018.2

1.72.0

10.34.10.42.62.7

5.54.21.22.02.93.40.51.51.8

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COMPETITIVE ANALYSISHow does Quinoa match up against other grains and other quinoa varieties?

68.415.35

7.53.05

3.7

68.515.95

6.153.65

3.9

74.314.05

7.152.43.4

NUTRITIONAL ANALYSIS OF SEVERAL VARIETIES OF QUINOA

COMPOSITION % DRY MASS

RED YELLOW WHITE

carbohydrateproteinfatashsaponin

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NAMEKatie Smith

AGE36

OCCUPATIONStay-at-home mom

HOW OFTEN DO YOU USE THE GRAINI cook the grain about twice a week for my family at dinner.

FAVORITE RECIPEI think it is great as a side dish with some spices but I also throw it into a vegetable mix to give it some substance and try and disguise the veggies a little bit for the kids.

PARTICULAR BRAND LOYALTYI buy whatever brand is on sale at my local grocery store. It is more expensive than rice or else I’d use it more often.

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CONSUMER PROFILES

NAMEBen Berman

AGE27

OCCUPATIONPhotographer

HOW OFTEN DO YOU USE THE GRAINI cook with quinoa almost daily.

FAVORITE RECIPEI honestly put it in everything! With yogurt and fruit at breakfast, or on a salad at lunch. It’s very versatile. But my absolute favorite is a Thai coconut curry using quinoa.

PARTICULAR BRAND LOYALTYI shop at a special foods store that sells the grain by the scoop. I’m not sure of the brand but I’ll be sure to ask them next time I’m there. It is a little more expensive but to me, it’s worth the health benefits.

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IN THE PRESSquinoa has been in the spotlight now more than ever

excerpt fromQuinoa Faces a Backlash

excerpt fromQuinoa Craze Inspires North America To Start Growing Its Own

THE WALL STREET JOURNAL NATIONAL PUBLIC RADIO

Lilliane Coldwell of Atlanta bet on quinoa to help her lose weight. She tested savory and sweet recipes, and drowned quinoa in vanilla and blueberries—all to no avail. “It was awful. There is literally no taste to it,” says the grocery clerk, who decided it was a “chore” to chew. Her quinoa-aficionado friends haven’t let up the pressure. They keep insisting she must have cooked or washed her quinoa improperly. “I’ll have you over for my quinoa,” she says they tell her.

We’re going to see quinoa being grown all over the place soon,” predicts , a Washington State University grain breeder who has spent several years developing quinoa varieties suited to America’s diverse geography and climates. Murphy says it’s already clear that quinoa can flourish and produce high yields in many parts of North America, and he sees “no reason why quinoa production won’t take off in the next few years.” Gardiner Kevin Murphy with a goosefoot plant, the seeds of which we eat as quinoa.

excerpt fromYour Love Of Quinoa Is Good News For Andean Farmers

excerpt fromQuinoa should be taking over the world. This is why it isn’t.

NATIONAL PUBLIC RADIO THE WASHINGTON POST

The farmers who have been eating quinoa traditionally are still eating quinoa,” he told me. And since their incomes are up, “they’re able to now afford [foods such as] tomatoes and salads and veggies, and foods that they weren’t able to afford before,” Rollet says. And he’s not alone in thinking that the quinoa boom has been good, on balance, for rural communities in Bolivia.”

Sergio Nunez de Arco, a native Bolivian who in 2004 helped found an import company called Andean Naturals in California, likes to show the small-scale farmers he buys from pictures of quinoa trucks in Canada to prove that the rest of the world is gaining on them, and that they need to invest in better equipment. Meanwhile, he’s trying to develop awareness about the importance of quinoa to reducing poverty, so that they can charge a fair trade price when the quinoa glut comes.

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INCORRECT LOGO USAGE

1. Change logo’s orientation.

2. Add extraneous effects to the logo.

3. Place the logo on busy photography.

4. Change the logo colors.

5. Attempt to recreate the logo.

6. Scale the logo unproportionately.

7. Make alterations, additions or substitutions to the words and or colors contained in the logo.

8. Use the logo as a repeated pattern,“wallpaper,” or other decorative device.

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PANTONEP 34-7 U

C 0M 64Y 84K 0

PANTONEP 37-15 U

C 0M 70Y 84K 12

PANTONEP 38-15 U

C 0M 69Y 82K 31

PANTONEP 17-7 U

C 0M 36Y 84K 0

PANTONEP 17-7 U

C 0M 36Y 84K 0

TYPOGRAPHY

BRAND IDENTITY

ROCKWELL REGULAR

DIN REGULAR

DIN BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0

can be paired with

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ANIMATION SCREENSHOTS

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