In American Cuisine, Is Quinoa the Next Rice? Food Trends Report Details Versatility, Healthfulness of "Supergrain"

New York September 10, 2004 -- Hailed as the "supergrain" of the future, quinoa could become tomorrow's rice, according to the current issue of the Culinary Trend Mappingsm Report, a quarterly journal of food and ingredient insight.

Published by market researcher Packaged Facts, in collaboration with the Center for Culinary Development, the report goes on to say that quinoa is higher in unsaturated fats and lower in carbs than most grains. Containing all eight essential amino acids, it is considered a "complete" protein, having more of the nutrient than any other grain.

Beyond its health benefits, chefs love quinoa's versatility, as it cooks in half the time of regular rice and can be used in place of many recipes that call for rice, including soups and puddings. Its flavor is slightly nutty to neutral, making it the perfect base for a variety of ingredients.

While only 16% of surveyed consumers have heard of quinoa, over 90% of those who had eaten it said they'd try it again. The potential for this grain is huge, according to the report, as it moves toward the mainstream from niche, upscale eateries.

"Quinoa nicely fits the bill for today's eating environment," said Don Montuori, Acquisitions Editor for Packaged Facts. "It satisfies the protein-cravers, offers the benefits of a whole grain and gives the carb-lovers an excuse for openly indulging in that forbidden nutrient."

"Though quinoa today is still foreign to most U.S. consumers, our proprietary Trend Mapping process tells us that its more frequent appearance on upscale restaurant menus bodes well for its future," said CCD partner Kimberly Egan, one of the report's authors. "The day may not be far off when quinoa, a high protein grain with a great flavor, is as common a sight on our tables as rice is today."

The quarterly Culinary Trend Mappingsm Report identifies 12-15 ingredients, dishes, cooking styles, and flavor profiles, and their "maturity" level according to the Center for Culinary Development's 5-stage "Trend Mapping" tracking process. The journal is the first of its kind and is quickly becoming popular among leading food manufacturers and marketers looking to transform emerging local food trends into national successes.

Priced at $4995 for a year's subscription, the journal can be purchased directly from Packaged Facts by clicking http://www.packagedfacts.com/pub/977817.html. It is also available through MarketResearch.com.

About Packaged Facts
Packaged Facts, a division of MarketResearch.com, publishes research reports on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, and demographics. For more information visit www.PackagedFacts.com, or contact Matthew Seward at 301-468-3650 x205, or mseward@marketresearch.com.

About the Center for Culinary Development (CCD)
Based in San Francisco, the CCD is a food and beverage product development company that blends culinary creativity with strategic marketing expertise. The Center's strength lies in identifying the latest food trends, from both culinary and consumer behavior perspectives, making the Center uniquely qualified to help clients create food products that satisfy customer expectations. Successes include development of the Taco Bell Gordita, Planter's Sweet Roasts, and Weight Watcher's Smart Ones. For more information: www.ccdsf.com.





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