It looks like a cross between a sesame seed and polystyrene and the name is a bit of a tongue-twister.
But quinoa (pronounced keen-wa) is a popular food, packed with goodness.
What's more, it could fuel a rosy future for poor communities in South America.
Quinoa is heralded by TV foodies like Dr Gillian McKeith and is being eaten by the shedload by health food fanatics. But now it is spreading into mainstream shopping baskets.
Brighton-based co-operative Infinity Foods is the largest importer of quinoa in the UK.
The store has sold it for 12 years and imported it for the past two, and now, thanks to TV shows like You Are What You Eat, demand has soared.
Infinity is currently in the process of getting a Fairtrade mark for it.
Charlie Booth, Infinity's company secretary, said: "Quinoa is huge for us. We are selling 100 tons a year just in retail.
"As soon as we get the trademark, that could double."
Quinoa, a distant relative of spinach, is a seed grain. It is a complete protein, low in carbohydrates, an excellent source of dietary fibre, loaded with vitamins and perfect for a gluten-free diet. It has a nutty flavour, is quick to cook and easy to digest.
Sales were already on the increase when it was given a leg up by Dr McKeith.
When the TV presenter referred to aduki beans as "the weight loss" bean, customers bombarded the Infinity shop. Sales at about 12 bags per week shot up to 200 bags a week.
Dr McKeith is now encouraging everyone to make quinoa a regular part of their diet.
Charlie said: "Dr McKeith is portrayed as a food guru but she is just going back to basics, suggesting people cook from real ingredients and eat more pulses, nuts and seeds. That has always been our core activity."
Infinity Foods began in 1970 as a market stall at Sussex University and progressed to a shop in the basement of a house in Church Street, Brighton.
It employs 50 people at its warehouse in Portslade and 40 in its shop, cafe and bakery in the North Laine, Brighton.
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