Quinoa is another Peruvian (or South American) pseudo-cereal that has been gaining market share across North America and Europe in the recent years.
As per Organic Market Europe report, Peru is the largest exporter of Quinoa, followed by Bolivia and Chile. Even farmers in California started growing quinoa considering high prices and increased demand for this gluten-free grain.
Gluten free products have been gaining popularity in ingredients and snack products. While majority of people consuming gluten free diets aren’t having any kind of gluten allergy, they are consuming these products for two major reasons.
Some of them are just following the trends and as gluten free is the cool thing to eat, they are consuming it.
Others are consuming gluten free products as they are lighter compared to grain products with gluten. In the start of gluten-free trend, the products made from grains with no-gluten weren’t good in taste. But, in the recent years, companies have come up with better tasting gluten-free products.
In Europe, the Netherlands is among the biggest importer of Quinoa. Out of total import to Netherlands, 63 percent is re-exported to other European countries.
France imports the highest volume of quinoa from South America, followed by Netherlands and Germany. As consumption is higher in local markets, France and Germany re-export less compared to the Netherlands.
Peruvian farmers mainly have small land holding and they account for highest market share. Compared to Peru and Bolivia, the farm size in California and some of the European farms growing quinoa is large.
However, the demand has been growing for Peruvian and Bolivian product, which is actually helping the economy in these regions. As many of the big importers in Europe are concerned about helping local communities, the demand for Fair Trade quinoa is also growing. While some of the products aren’t certified FairTrade, there is certainly a talk about offering fair prices to farming communities in South America.