Amendy is bridging the gap between quinoa producers and final customers by building unique quinoa food-processing and food innovation capabilities to make quinoa fit in the local cookery habits in Morocco. Amendy is based on an inclusive business model where farmers are key partners that supply raw quinoa. The company then creates value by developing expertise in quinoa product development and diversification. Through an in-depth understanding of the market needs, Amendy offers a wide range of innovative and nutritious food products that vary from flour and couscous to healthy snacks and serves middle and upper-class customers and dining-out businesses. Amendy’s business model creates win-win solutions with for-profit interests that solve farmer’s problems and generate proper added value in a promising niche market.