Not long ago, quinoa was just an obscure Peruvian grain that could only be bought in wholefood shops. Though people struggled with pronunciation (it's keen-wa, not qui-no-a), yet it was feted by food lovers as a novel addition to the familiar ranks of couscous and rice. Dieticians clucked over quinoa approvingly because it ticked the low-fat box and fitted in with government healthy eating advice to "base your meals on starchy foods".
Adventurous eaters liked its slightly bitter taste and the little white curls that formed around the grains. Vegans embraced quinoa as a credibly nutritious substitute for meat.
Unusual among grains, quinoa has a high protein content (between 14%-18%), and it contains all those pesky, yet essential, amino acids needed for good health that can prove so elusive to vegetarians who prefer not to pop food supplements.
Sales took off. Quinoa was, in marketing speak, the "miracle grain of the Andes", a healthy, right-on, ethical addition to the meat avoider's larder.
Consequently, the price shot up - it has tripled since 2006 - with more rarified black, red and "royal" types commanding particularly handsome premiums.
But there is an unpalatable truth to face for those of us with a bag of quinoa in the larder. The appetite of countries for this grain has pushed up prices to such an extent that poorer people in Peru and Bolivia, for whom it was once a nourishing staple food, can no longer afford it. Imported junk food is cheaper.
In Lima, quinoa now costs more than chicken. Outside the cities, and fuelled by overseas demand, the pressure is on to turn land that once produced a portfolio of diverse crops into quinoa monoculture.
In fact, the quinoa trade is yet another troubling example of a damaging north-south exchange, with well-intentioned health and ethics-led consumers here unwittingly driving poverty there. It's beginning to look like a cautionary tale of how a focus on exporting premium foods can damage the producer country's food security. Feeding our apparently insatiable 365-day-a-year hunger for this luxury vegetable, Peru has also cornered the world market in asparagus. Result? In the arid Ica region where Peruvian asparagus production is concentrated, this thirsty export vegetable has depleted the water resources on which local people depend. NGOs report that asparagus labourers toil in sub-standard conditions and cannot afford to feed their children while fat cat exporters and foreign supermarkets cream off the profits.
Soya, a foodstuff beloved of the vegan lobby as an alternative to dairy products, is another problematic import, one that drives environmental destruction. Embarrassingly, for those who portray it as a progressive alternative to planet-destroying meat, soya production is now one of the two main causes of deforestation in South America, along with cattle ranching, where vast expanses of forest and grassland have been felled to make way for huge plantations.
Three years ago, the pioneering Fife Diet, Europe's biggest local food-eating project, sowed an experimental crop of quinoa. It failed, and the experiment has not been repeated. But the attempt at least recognised the need to strengthen our own food security by lessening our reliance on imported foods, and looking first and foremost to what can be grown, or reared, on our doorstep.
A rummage through the shopping baskets of high-end vegetarians swiftly clocks up the food miles, a consequence of their higher dependency on products imported from faraway places.
Viewed through a lens of food security, our current enthusiasm for quinoa looks increasingly misplaced.