Sunday, February 02, 2014

Victoria Beckham and Gwyneth Palrow are fans of teff, an iron-rich Ethiopian grain that costs a whopping £7 a BAG

(Feb 02, 2014, (Daily Mail))--From kale chips to wheatgrass shots, the list of celebrity food crazes is a long one. Now there's a new source of sustenance to add to the list - an Ethiopian cereal named teff. Loved by Gwyneth Paltrow and Victoria Beckham, the grain, which is a staple food in its home country Ethiopia, is packed with protein, calcium and iron.

It does, however, come with a Hollywood style price tag - retailing at an eye-watering £7 for a 400g bag of flour. Dubbed the 'new quinoa', teff, which was used to feed animals until recently, has also found favour with foodies who point to its nutty flavour and wide range of uses.

But although it has made inroads with the A-list, the rest of us don't appear quite so keen to follow suit with Planet Organic's Toby Watts saying people still aren't fully aware of the health benefits. 'It has been a slow start,' he admits. 'We are often the first to offer new products so there is always a strong need to educate customers and this takes time, much the same as when we first listed quinoa and people pronounced it qui-no-a, but our customers are quick to catch on.'

He added: 'The market for gluten-free has soared in the past couple of years, but many retailers have turned to white rice and corn as a wheat substitute. 'What our customers are seeking are gluten-free wholegrain alternatives which offer much higher nutritional benefits and teff, like quinoa, fits the criteria.' Read more from Daily Mail » 

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