Industrialized Regions. In the United States, quinoa has found a market in restaurants, health food stores, and supermarkets. It sells at “gourmet prices” and in some stores is outselling wild rice. It should soon find similar demand in Europe, Japan, Australia, and other areas.
The plant's daylength requirements (for flowering) are, for now, likely to limit its successful cultivation in North America, Europe, Japan and other such industrialized areas to types that come from equivalent latitudes in the Andes (for example, from Chile). At present, these are not readily available.4 On the other hand, tall, late-maturing, daylength-sensitive types could prove productive for forages, a use for which flowering is unnecessary.
Despite this limitation, the plant has already shown some promise in tests of farm-scale cultivation in high altitudes of Colorado and at near sea level in Washington and Oregon states as well as in England and Scandinavia.