Once exclusively produced by smallholder growers in the Andes, quinoa has now become a globally produced commodity. The product from smallholder growers is competing on the marketplace against that from large agroindustrial operations. The outcome of this challenge is determined by the consumers’ choice at the supermarket shelf. If consumers make their purchasing choices on price alone the smallholder is bound to lose. These simple facts will shed light on the main differences in the quinoa from each side. You will be better informed to make your decision and choose sides at the supermarket shelf!