Quinoa Value Chain and Marketing Assessment in Morocco

Agriculture has many challenges such as climate changes, droughts, and salinities. Which require urgent interventions to fast adaptation and diversification. In this context, the introduction of crops with a high value and a high tolerance to stress such as quinoa would enable to address simultaneously two interrelated challenges: abiotic stresses that undermine crop production and poverty that impacts the rural poorness. The quinoa Rehamna project funded by IDRC and implemented by ICBA and UM6P University in Morocco aims to develop the quinoa value chain toward achieving food and nutritional security of rural poor communities. The obtained results from the farmer’s survey show that 19b% of surveyed farmers already grow quinoa and 2/3 never heard about quinoa, among them 95% are interested to grow quinoa. The marketing study reveals that the psychological price that satisfies most of the consumers is ranging between 2 and 2.6 USD/500 gr of processed quinoa grains. The findings indicate that quinoa has great potential for both producers and consumers in Morocco and can be a judicious solution toward achieving food and nutritional security.