This summer, Rochester, N.Y.-based Wegmans Food Markets said it is educating customers about quinoa, a heart-healthy “supergrain.” Although it technically is a seed, quinoa is said to be a super-nutritious alternative to grains such as oats, rice, cracked wheat and cous-cous.

Wegmans — which introduced red quinoa under the Food You Feel Good About brand earlier this year — said it is promoting the grain-like crop at its Pharmacy Testing Tables, displays near the prescription counter. The displays teach customers about a food’s healthful properties, encouraging them to try the product with coupons and recipes.

“A kind of perfect storm is driving the rise in quinoa’s popularity,” said Jennifer Felice, R.D., Wegmans’ nutritionist. “There’s culinary interest — many people want to try foods that are new to them and delicious. There’s special dietary needs — it’s a great option for vegans, vegetarians and those looking for gluten-free foods. And now that it’s in grocery aisles near the rice and beans, more people are seeing it and putting a package in the cart. Sales of quinoa are about double what they were a year ago.”