Cornell University offered an inside look at how they pursued new Kernza research on consumer preferences and willingness to pay for Kernza perennial grain bread. The new paper in Agricultural Economics, co-authored by researchers at Cornell, Ohio State University, and The Land Institute, underscores how consumers may value environmental benefits, such as healthy soil and reduced pollution, alongside flavor and texture when deciding which products to purchase and at what price. Results indicate that clear communication of Kernza’s environmental benefits can lead to a 5-10% increase in willingness to pay, provided the final product also satisfies consumers’ tastes.

This consumer research is a vital step toward building a food production system in which perennial grain crops can thrive. For people and ecosystems to feel the benefits of perennial grain production in the form of clean water, carbon sequestration, and more, we must also understand how to increase their adoption in the marketplace. It also increases our understanding of how people may value perennial grains when choosing from the array of products on grocery store shelves, which can help inform future marketing and education efforts.