Superfood quinoa: a farmer’s journey into unchartered waters

Learning outcomes: The purposes of this study included: recognizing the risks and challenges farmers face when growing a new crop, understanding agricultural marketing and its processes and developing a marketing strategy for a specialty agricultural product, such as quinoa. Case overview/synopsis: The main focus of this case lies in identifying the risks faced by farmers in growing a new specialty crop and selecting the appropriate marketing strategies for targeting, positioning and channelling an agricultural product. Complexity academic level: This case can be used in intermediate- to advanced-level marketing courses at the undergraduate and graduate levels in universities. It can also be used in agriculture and agribusiness–based courses in the undergraduate, graduate or executive level. Supplementary materials: Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Supplementary materials: Rehman, S.U., Selvaraj, M. and Ibrahim, M.S., 2012. Indian Agricultural Marketing-A Review. Asian Journal of Agriculture and Rural Development, 2(1), pp.69-75. Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing Management: An Asian Perspective. Pearson.