Research project Quinoa grown in Flanders promoted via cycling and sport nutrition

General introduction

The QUIKLA research project joins the aspects of sport nutrition with the ambition to anchor quinoa as a new locally-grown crop. The researchers aim to expand the size of partnerships between quinoa growers who are being supported in their processing and marketing by a growing market demand spurred on from the cycling world. The reasoning is that promotion and marketing are an important link in the success of a new food chain (in this case quinoa).

Research approach

In collaboration with a sports dietician, we investigate the nutritional value of quinoa with a focus on sports nutrition. Together with SparklingArrow (a communication bureau with a strong link to the cycling world) the USPs (Unique Selling Points) of local quinoa will be determined. We make up a dossier outlining the right communication channels and specific sales strategies. The quality guarantee of Flemish quinoa will be evaluated to meet increased market demand. Finally, we focus on the awareness and nutritional value of (local) quinoa to athletes and supporters through professional cycling.

Relevance/Valorization

Quinoa is a durable and stress-resistant crop that requires little input and excels for its exceptional nutritional value. With a 15% protein content, optimal amino acid, carbohydrate and fatty acid composition, and a rich source of minerals, quinoa is an indispensable addition to a healthy and varied diet. Linking to cycling gives quinoa additional name recognition, as both farmers and cyclists are known for their perseverance and passion.

Financing

Agentschap Landbouw & Zeevisserij