The Peru Trade & Investment Office has launched its first campaign to promote Peruvian quinoa in the UK market as imports reach an all time high.
Imports of Peruvian quinoa into the UK rose by 50 per cent between 2013 and 2014, totalling $13 million (£8.5m) last year.
The new campaign will target consumers and industry with information about the varieties of quinoa, particularly red and black, as well as emphasising how quinoa production supports indigenous communities in the Peruvian Andes.
It will also focus on the health attributes of quinoa such as its high protein content and antioxidant levels through engaging with consumer and trade media, bloggers, recipe development and social media, alongside reaching out to UK quinoa suppliers and Peruvian restaurants.
“Quinoa is one of Peru’s most promising exports to the UK market, and the Trade & Investment Office will be supporting it with a promotional push for the first time this year,” said Jaime Cardenas, director of the Peru Trade and Investment Office.
“We have seen an international boom in this protein-rich food, as interest in healthier eating has increased in markets around the world. Here in Britain, this has been accompanied by significant growth in Peruvian cuisine.”
Peru is the world’s largest exporter of quinoa, exporting a total of 36,265 tonnes in 2014, accounting for 45 per cent of world exports, followed by Bolivia with 29,505 tonnes (35 per cent).
Quinoa is indigenous to the Andes region of South America.