RESEARCH
&
BRAND
GUIDE
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OUR MISSION to keep consumers informed about quinoa’s current impact on the global economy, on the environment, and on its cultivators to promote quinoa as a nutritious, wholesome food that is rich in protein and supports a healthy lifestyle to share quinoa’s rich history and promote it as more than just a health food trend
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INTRODUCTION
FOLKLORE
For thousands of years, quinoa has been the lifeblood of the altiplano Indians, native to the Andes Mountains in Peru and Bolivia. The grain flourishes in harsh conditions, 10,000 to 20,000 feet above sea level.
The altiplano Indians believed that a sacred bird called the kullku brought the grain to their people as a gift from heaven. They considered quinoa to be a blessing, consumed to sustain the body, heighten physical endurance, and maximize spiritual growth.
FUN FACT Incan messangers gained more oxygen during their travels by combining coca leaves and ash from the quinoa plant, and holding it in the
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HISTORY OF QUINOA
Quinoa’s rich history in the Andes and its journey to North America
“
MOTHER GRAIN”
QUINOA TODAY
Ancient Incas referred to quinoa as la chisiya mama, or “the mother grain” because of all of its benefits and holy origins. The first planting of the season was a very sacred ceremony, in which the emperor would sow the first seed with a golden planting stick. The harvest was celebrated with chicha, a beer made from fermented quinoa.
In the 1500s, Spaniards took over the Andes territory and altered the culture of the Incans forever. Quinoa fell into obscurity until the 1970s. Some variants of the seed have been found in excavations in Mississippi, Alabama and Arkansas. Today, quinoa is grown in Canadian prairies and the Colorado Rockies, yet most available quinoa is imported from South America. The food is now endorsed by the Quinoa Corporation.
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HOW ITS GROWN Physical Properties and Temperal Environments
Plants grow from 1 1/2 to 6 1/2 ft in height, and come in a range of colors that vary from white, yellow, and pink, to darker red, purple, and black. Quinoa has a thick, erect, woody stalk that may be branched or unbranched, and alternate, wide leaves that resemble the foot of a goose. Leaves on younger plants are usually green; but as the plant matures, they turn yellow, red, or purple. The root system develops from a tap root to form a highly branched system that makes plants more resistant to drought. Varieties of quinoa mature in 90 to 125 days after planting in southern Colorado. Early-maturing varieties are recommended because of the short growing season at these high elevations.
Quinoa is usually self pollinated, but cross pollination does occur at rates of up to 10 to 15% (Risi and Galwey, 1989). Seed is produced in large clusters on a panicle that resembles that of sorghum. The seed is similar in size to millet (0.8 to 0.11 in. in diameter) and has two flat surfaces and rounded sides, which resembles an aspirin tablet. Seeds can be black, red, pink, orange, yellow, or white in color. The seed color is due to a resinous coating that contains two to six percent saponin. The embryo comprises 60% of the volume within the pericarp, and this results in the higher protein content of the seed in comparison to cereal grains.
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NUTRITIONAL ANALYSIS OF FIELD-GROWN QUINOA COMPARED WITH VARIOUS GRAINS CROP barley buckwheat corn millet oats quinoa rice rye wheat
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% WATER 9.0 10.7 13.5 11.0 13.5 12.6 11.0 13.5 10.9
% PROTEIN 14.7 18.5 8.7 11.9 11.1 13.8 7.3 11.5 13.0
% FAT
% CARB
1.1 4.9 3.9 4.0 4.6 5.0 0.4 1.2 1.6
67.8 43.5 70.9 68.6 57.6 59.7 80.4 69.6 70.0
% FIBER 2.0 18.2 1.7 2.0 10.3 4.1 0.4 2.6 2.7
% ASH 5.5 4.2 1.2 2.0 2.9 3.4 0.5 1.5 1.8
COMPETITIVE ANALYSIS How does Quinoa match up against other grains and other quinoa varieties?
NUTRITIONAL ANALYSIS OF SEVERAL VARIETIES OF QUINOA COMPOSITION
% DRY MASS RED
carbohydrate protein fat ash saponin
68.4 15.35 7.5 3.05 3.7
YELLOW
WHITE
68.5 15.95 6.15 3.65 3.9
74.3 14.05 7.15 2.4 3.4
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NAME
Katie Smith
AGE 36
OCCUPATION Stay-at-home mom
HOW OFTEN DO YOU USE THE GRAIN I cook the grain about twice a week for my family at dinner.
FAVORITE RECIPE
I think it is great as a side dish with some spices but I also throw it into a vegetable mix to give it some substance and try and disguise the veggies a little bit for the kids.
PARTICULAR BRAND LOYALTY
I buy whatever brand is on sale at my local grocery store. It is more expensive than rice or else I’d use it more often.
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CONSUMER PROFILES
NAME
Ben Berman
AGE 27
OCCUPATION Photographer
HOW OFTEN DO YOU USE THE GRAIN I cook with quinoa almost daily.
FAVORITE RECIPE
I honestly put it in everything! With yogurt and fruit at breakfast, or on a salad at lunch. It’s very versatile. But my absolute favorite is a Thai coconut curry using quinoa.
PARTICULAR BRAND LOYALTY
I shop at a special foods store that sells the grain by the scoop. I’m not sure of the brand but I’ll be sure to ask them next time I’m there. It is a little more expensive but to me, it’s worth the health benefits.
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IN THE PRESS
quinoa has been in the spotlight now more than ever
THE WALL STREET JOURNAL excerpt from Quinoa Faces a Backlash
Lilliane Coldwell of Atlanta bet on quinoa to help her lose weight. She tested savory and sweet recipes, and drowned quinoa in vanilla and blueberries—all to no avail. “It was awful. There is literally no taste to it,” says the grocery clerk, who decided it was a “chore” to chew. Her quinoa-aficionado friends haven’t let up the pressure. They keep insisting she must have cooked or washed her quinoa improperly. “I’ll have you over for my quinoa,” she says they tell her.
NATIONAL PUBLIC RADIO
excerpt from Quinoa Craze Inspires North America To Start Growing Its Own
“ We’re going to see quinoa being grown all over the place soon,” predicts , a Washington State University grain breeder who has spent several years developing quinoa varieties suited to America’s diverse geography and climates. Murphy says it’s already clear that quinoa can flourish and produce high yields in many parts of North America, and he sees “no reason why quinoa production won’t take off in the next few years.” Gardiner Kevin Murphy with a goosefoot plant, the seeds of which we eat as quinoa.
NATIONAL PUBLIC RADIO
THE WASHINGTON POST
The farmers who have been eating quinoa traditionally are still eating quinoa,” he told me. And since their incomes are up, “they’re able to now afford [foods such as] tomatoes and salads and veggies, and foods that they weren’t able to afford before,” Rollet says. And he’s not alone in thinking that the quinoa boom has been good, on balance, for rural communities in Bolivia.”
Sergio Nunez de Arco, a native Bolivian who in 2004 helped found an import company called Andean Naturals in California, likes to show the small-scale farmers he buys from pictures of quinoa trucks in Canada to prove that the rest of the world is gaining on them, and that they need to invest in better equipment. Meanwhile, he’s trying to develop awareness about the importance of quinoa to reducing poverty, so that they can charge a fair trade price when the quinoa glut comes.
excerpt from Your Love Of Quinoa Is Good News For Andean Farmers
excerpt from Quinoa should be taking over the world. This is why it isn’t.
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INCORRECT LOGO USAGE
1. Change logo’s orientation. 2. Add extraneous effects to the logo. 3. Place the logo on busy photography. 4. Change the logo colors. 5. Attempt to recreate the logo. 6. Scale the logo unproportionately. 7. Make alterations, additions or substitutions to the words and or colors contained in the logo. 8. Use the logo as a repeated pattern, “wallpaper,” or other decorative device.
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BRAND IDENTITY TYPOGRAPHY
PANTONE P 34-7 U C0 M 64 Y 84 K0
PANTONE P 37-15 U C0 M 70 Y 84 K 12
RO CKWELL R EG U LAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
DIN REGUL AR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 DIN BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
PANTONE P 38-15 U C0 M 69 Y 82 K 31
PANTONE P 17-7 U C0 M 36 Y 84 K0 can be paired with
PANTONE P 17-7 U C0 M 36 Y 84 K0
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ANIMATION SCREENSHOTS
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