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Agriculture faces many challenges such as climate change, droughts, and salinity, which requires urgent interventions for fast adaptation and diversification of the sector. In this context, introduction of new crops that tolerate stresses and generate high added value such as quinoa would allow simultaneously to address two interlinked challenges: abiotic stresses that limit agricultural production and poverty that impacts negatively the rural people. The quinoa Rehamna project funded by the International Development Research Centre aims to contribute to the development the quinoa value chain toward achieving food and nutritional security of rural poor communities. The obtained results from the farmer's survey show that 14% of surveyed farmers already grow quinoa and 2/3 never heard about quinoa, among them 96% are interested to grow quinoa. The marketing study reveals that the psychological price that satisfies most of consumers is ranging between 2 and 2.6 USD/500 g of processed quinoa seeds. The findings indicate that quinoa has a great potential for both producers and consumers in Morocco and can be a judicious solution toward achieving food and nutritional security., (© 2020. Springer-Verlag GmbH Germany, part of Springer Nature.)