Quinoa value chain, adoption, and market assessment in Morocco
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SELECTED CASE STUDIES ON THE ENVIRONMENT OF THE MEDITERRANEAN AND SURROUNDING REGIONS
Quinoa value chain, adoption, and market assessment in Morocco Sifeddine Rafik 1 & Meriem Chaoui 2 & Yassin Assabban 2 & Salima Jazi 2 & Redouane Choukr-Allah 3 & Mohamed El Gharouss 1 & Abdelaziz Hirich 4 Received: 5 May 2020 / Accepted: 21 October 2020 # Springer-Verlag GmbH Germany, part of Springer Nature 2020
Abstract Agriculture faces many challenges such as climate change, droughts, and salinity, which requires urgent interventions for fast adaptation and diversification of the sector. In this context, introduction of new crops that tolerate stresses and generate high added value such as quinoa would allow simultaneously to address two interlinked challenges: abiotic stresses that limit agricultural production and poverty that impacts negatively the rural people. The quinoa Rehamna project funded by the International Development Research Centre aims to contribute to the development the quinoa value chain toward achieving food and nutritional security of rural poor communities. The obtained results from the farmer’s survey show that 14% of surveyed farmers already grow quinoa and 2/3 never heard about quinoa, among them 96% are interested to grow quinoa. The marketing study reveals that the psychological price that satisfies most of consumers is ranging between 2 and 2.6 USD/500 g of processed quinoa seeds. The findings indicate that quinoa has a great potential for both producers and consumers in Morocco and can be a judicious solution toward achieving food and nutritional security. Keywords Psychological price . Nutrition . Marketing . Morocco . Rehamna . Gluten-free
Introduction Quinoa (Chenopodium quinoa Willd) originated from Latin America, a crop with a range of climate condition requirements, with different varieties adapted to different agroclimatic conditions. Some quinoa genotypes are tolerant to extreme drought, suggesting resilience to this unfavorable factor (Tapia 1997). Other varieties are adapted to more humid
Responsible Editor: Philippe Garrigues * Abdelaziz Hirich [email protected] 1
Agricultural Innovation and Technology Transfer Center (AITTC), Mohammed VI Polytechnic University (UM6P), Ben Guerir, Morocco
2
National School of Commerce and Management, Settat, Morocco
3
Hassan II Institute of Agronomy and Veterinary Medicine, Rabat, Morocco
4
African Sustainable Agriculture Research Institute (ASARI), Mohammed VI Polytechnic University (UM6P), Laayoune, Morocco
conditions. The nutritional value of quinoa, its resistance, its great adaptability, and its multiple uses consist of a great interest toward this crop not only in Latin America but also worldwide. The permanent global increase in demand for quinoa is not covered by the increase in production in the Andean countries alone. The importing countries (USA, Europe) have therefore started production, and today other non-importing countries are also starting to produce quinoa (Bazile et al. 2016a). Quinoa production can greatly contribu
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