"Anonymous, I'm not sure where you get your facts, but quinoa is not a Spanish word. It's a Quechua word, and as a Bolivian resident, I can assure you that it is pronounced KEE no ah. Cara Contreras, Bolivia "
“And what would you do without quinoa?” I ask.
He looks at me a second, thinking. “Our choice is simple: it’s ‘quinoa or emigrate.’”
One person trying to keep Bolivia’s quinoa industry healthy is Sergio Nuñez de Arco, a Bolivian-born, U.S.-raised entrepreneur. Together with his brother Fabricio and backed by trading house Specialty Commodities, he runs an importing business called Andean Naturals that accounts for a third of the quinoa sold in the United States. Though business is booming—what was initially a $90,000 investment six years ago is now a $30 million empire—when he speaks to quinoa farmers, his tone is cautious, not exuberant.
Nuñez de Arco’s company is working hard to help farmers get organic certification, develop sustainability plans and ensure they have enough quinoa for themselves. It takes a lot of work to bring lasting change to a region where caravans of smugglers still ply the sandy roads. Increased incomes and tractors are a start, but it’s going to take schools, Internet access and hospitals. “A lot of people tell me, ‘Stop living in Disneyland!’” he says as we bomb down an empty highway. “But to me, it’s like keeping a garden: you can try to grow one as big as possible and watch it all get out of control. Or,” and here he points toward the sweeping valley of dust and gold, “you can try to take care of a small one, where, if you have enough time and resources, you can make something beautiful thrive.”