Identifying markets for new or improved products for minor crops threatened with extinction is one critical component of any strategy intended to enhance prospects for sustainable production and use. Typically, however, activities linked to the sustainability of these commodities avoid addressing questions associated with assessing their commercial potential. After a brief review of this avoidance syndrome, this article presents a sample of practical, low-cost procedures to help evaluate the market prospects and procedures for crops like quinoa, while citing references to other methodological materials covering similar topics.