A household survey was conducted to assess the cultivation of quinoa in Wag-himira zone, Ethiopia. Farmers' perceptions of quinoa, its profitability, and relevant production practices and constraints, as well as their acceptance of the crop and willingness to grow it, were profiled. A total of 247 farmers were purposively sampled based on their involvement in quinoa farming for at least one year. Data were collected using a semi-structured questionnaire, then analyzed using descriptive statistics, a cost-benefit analysis, a Likert rating scale and a ranking index. The results reveal that except for poor resistance to insect pests and marketability, farmers had a good perception of quinoa according to most preference parameters. It had a higher grain yield than teff, but had lower grain and straw yields than other competing crops. The gross margin was higher than for other crops, and quinoa was ranked third according to its benefit-cost ratio, behind sorghum and faba beans. The farmers' sensory preferences for quinoa food types were injera, bread, kitta and porridge in descending order. Among the respondents, 67.6% were interested in continuing with quinoa production, but the rest refused due to labor shortages, market problems, seed shortages and food recipe knowledge gaps. Susceptibility to pests, marketing and straw palatability problems and the requirement for fertile soil were constraints on quinoa production. Therefore, concerned bodies such as research institutes should pay attention to developing and/or devising appropriate pest control mechanisms. Seed-producing and marketing cooperatives should be strengthened to make quinoa crop production viable.