Chia (Salvia hispanica) is an annual oilseed crop of high nutritional value. This study aimed to analyze the performance of chia plants sown at different times and grown under different phosphorus rates. The experiment was conducted under field conditions at the Experimental Farm of the State University of Maringá, Umuarama, Brazil. Treatments were arranged in a randomized split-plot design with three replications. Phosphorus fertilizer was applied at the time of sowing at rates of 0, 40, 80, or 120 kg P2O5 ha−1. Seeds were sown on four dates at 14-day intervals, starting on March 21, 2017, for the first crop and March 29, 2018, for the second crop. Plant population density, raceme number, shoot dry matter yield, thousand seed weight, seed yield, and seed oil content were determined. It was observed that the end of March is the borderline for chia cultivation, because the low temperature and rainfall conditions occurring after this period compromise chia growth. The best phosphorous rate for chia growth was 80–120 kg ha−1, which led to optimum vegetative parameters.