"The market has this natural tendency to commoditize things. There’s no longer a face, a place, it’s just quinoa."

You have to understand why that's supposed to be a problem, and how people are scampering to fix it.

"We’re at this inflection point where we want people to know where their quinoa is coming from, and the consumer actually is willing to pay them a little more so they do put their kids through school."

"They" = Bolivian farmers, who after centuries of eating something that was just the only grain they could grow find the whole world clamoring for the stuff as if it's special.

There's a shortage now, but there's a glut coming, as farmers in other places — like Canada — start growing quinoa, using modern farming equipment. Will the Bolivan farmers update their farming methods? Or will their dealers succeed in convincing you that ancient Bolivian artisan-grown quinoa is worth twice as much?