In the ten years leading up to 2013, quinoa prices nearly tripled on the back of skyrocketing international demand for the latest 'superfood'. The grain had traditionally been cultivated in the high Andean plateau, principally for household consumption. But as prices rose, farmers' incentive to sell it as a cash crop grew.
Sustainable production and consumption matter immensely to the people I meet every day as head of the International Trade Centre, which works with small and medium-sized enterprises (SMEs) to help them boost growth and job creation by improving their competitiveness and connecting to international markets.