That is starting to change. Mexico City, this month, is going to give amaranth the status of cultural heritage, both for its historic importance and its nutritional properties, joining a list of just a half-dozen other events and monuments given such status, says Mr. de la Rosa.
People like Mary Delano, a biochemical engineer in the central Mexican state of Queretaro, have been fundamental to raising awareness about amaranth in Mexico. In 2005, Ms. Delano founded the organization called Mexico Land of Amaranth, which seeks to help overcome poverty and malnutrition in Mexico by teaching local communities to grow amaranth in their homes. At the time, she says, it was really only found in organic stores or in traditional granola-like bars known as "alegrias."
So far her group has worked with about 100 communities, Delano says. “Our vision is that it not only become widely known in Mexico, but in the world,” she says.
If amaranth takes a page from quinoa, the round, nutty-flavored seed native to South America, her vision won’t be far out of reach. Quinoa's world production almost tripled to 78,000 tons in 2010 from 23,000 tons in 1990, according to the United Nation's Food and Agriculture Organization.
The UN even named 2013 the International Year of Quinoa. But the new rage has a downside. Production is booming but hasn't kept up with demand – even in quinoa's home territory in the Andes, a pound of the grain often costs well over a day's pay for a typical worker in Peru or Bolivia.