From cnbc.com:

"This food is about the most perfect you can find for human diets," said Duane Johnson, a 61-year-old former Colorado State agronomist who helped introduce it to the United States three decades ago.

Quinoa isn't a cereal. It's a seed that is eaten like a grain, but is gluten-free and more easily digestible than corn, wheat, rye, millet and sorghum. And it can be substituted for rice in just about anything — from soup to salad to pudding to bread.

"I've got high-performance athletes that swear by it," said David Schnorr, president of Quinoa Corp., the largest U.S. importer. It's also being embraced by the increasing number of Americans with food allergies or celiac disease, an immunological rejection of gluten, a wheat protein.

Quinoa's popularity boon to Bolivians