In order to look for a more diverse and sustainable cropping system with high value crops in the Mediterranean region of Turkey, the drought and salt tolerant crop quinoa was analysed as an alternative to the current major crops, for instance wheat. This study investigates the conditions for growing quinoa in Adana, and how they are perceived among farmers in the region. A combination of qualitative and quantitative research was employed to group farmers into segments according to their willingness to adopt quinoa. Findings from this study indicate that farmers in Adana perceive quinoa as a crop likely to be adopted in their cropping system if they can gain market access with the new crop. Farmers’ previous knowledge regarding the crop, concerns about drought and salt risk and farm characteristics also appear to be determining the farmers’ attitude towards new crops.