Adventurous eaters liked its slightly bitter taste and the little white curls that formed around the grains. Vegans embraced quinoa as a credibly nutritious substitute for meat. Unusual among grains, quinoa has a high protein content (between 14%-18%), and it contains all those pesky, yet essential, amino acids needed for good health that can prove so elusive to vegetarians who prefer not to pop food supplements.
Sales took off. Quinoa was, in marketing speak, the "miracle grain of the Andes", a healthy, right-on, ethical addition to the meat avoider's larder (no dead animals, just a crop that doesn't feel pain). Consequently, the price shot up – it has tripled since 2006 – with more rarified black, red and "royal" types commanding particularly handsome premiums.
But there is an unpalatable truth to face for those of us with a bag of quinoa in the larder. The appetite of countries such as ours for this grain has pushed up prices to such an extent that poorer people in Peru and Bolivia, for whom it was once a nourishing staple food, can no longer afford to eat it. Imported junk food is cheaper. In Lima, quinoa now costs more than chicken. Outside the cities, and fuelled by overseas demand, the pressure is on to turn land that once produced a portfolio of diverse crops into quinoa monoculture.
This is why solutions to our current social and environmental problems cannot be solved by the market. Indeed, as the crisis of 2008 revealed, even capitalism doesn't solve its problems with capitalism—when in trouble, it turns to socialism. Capitalism is only there for the good times and is smart enough to make for the door when the shit hits the fan. Where as consumers (and consumers are not capitalists—this is something that needs to be said again and again) continually turn to the market for solutions to their or our deepest and most pressing problems:
...[It's a] ghastly irony when the Andean peasant's staple grain becomes too expensive at home because it has acquired hero product status among affluent foreigners preoccupied with personal health, animal welfare and reducing their carbon "foodprint".