The Colca Valley, a 100 kilometer-long strip in the Peruvian Andean highlands, north of the city of Arequipa at 970 meters above sea level, is Peru’s third most-visited tourist destination for bird watching, hiking and other adventure sports. Over time, erosion from the Colca River has created a magnificent 70 kilometer-long canyon considered the deepest in the world, with impressive walls as high as 3,000 meters; more than twice the depth of the Grand Canyon. Besides being a sanctuary for the preservation of the Andean Condor, the world’s largest flying bird and in danger of extinction, the Colca Valley has also been in a process of rebuilding agricultural terraces and raised fields, a pre-Hispanic farming practice adapted to difficult mountain topography. The name Colca derives from the Inca practice of storing harvested crops in sealed vaults, which they called ‘colcas’, carved into the canyon walls. Nowadays, this name is strongly linked to new plans to revitalize agriculture on stepped terraces to the valley not just for subsistence, but as economic incentive. In a public-private partnership, 650 local producers from sixteen villages, the Chivay City Council and the export firm Peru World Wide SAC, are currently growing organic certified quinoa in the valley, as part of the Poverty Reduction and Alleviation Project (PRA). This is an initiative of the U.S. Agency for International Development (USAID) in Peru (USAID-PERU) that aims to contribute to poverty reduction via sustainable job in the Peruvian Andes and revenue creation in poor areas, with an entrepreneurial and demand-driven approach. “We are looking for solid clients able to guarantee a stable demand for quinoa throughout the year, to properly plan the crops and guarantee the farmers secured income at harvest”, says Rafael Arrarte, managing director at Peru World Wide. “This season we have 100 hectares with yields of 800 to 1200 Kg of quinoa per hectare and around 40 tons available for exports each month.” Besides quinoa, Peru World Wide specializes in the production, processing and export of amaranth and dried oregano. PRA focuses on the identification and elimination of obstacles faced by economic agents to supply their markets efficiently. “We believe that the most effective and sustainable way to create incomes and jobs is through the development of private businesses with economic potential”, reads the PRA’s website. “Working with Peru World Wide will give our project real access to the international market”, says Chivay’s Mayor Mr. Elmer Caceres. “We aim to secure exports to the United States and Europe”. The next step in the supply chain probably will be to obtain Fair trade certification. Peru is the world’s largest consumer of quinoa, and second largest exporter after Bolivia. The Peruvian grain has a smaller size than the Royal Quinoa that grows mainly by the Uyuni salt flats in the Bolivian departments of Oruro and Potosi.