By Blake Jackson
As researchers race to develop climate-smart crops, one critical question remains: Will consumers actually buy them? A new study published in Agricultural Economics examined that issue for intermediate wheatgrass, a perennial grain better known by its trademarked name, Kernza. The findings suggest shoppers are willing to pay more for the grain when its environmental benefits are clearly communicated provided the taste meets expectations.
Intermediate wheatgrass has drawn attention for its deep root system and ability to remain in the soil for several years. Compared with conventional wheat, it offers potential advantages such as improved soil health, reduced erosion, and less fertilizer runoff. However, its long-term success depends on consumer demand as much as environmental performance.
“A few years ago, the research team got a grant to try to understand how to improve the yield of this perennial grain,” said Jie Li of Cornell SC Johnson College of Business. “But as for any kind of new food product, it can have environmental benefits only if a consumer will buy it.”
Li and colleagues recruited adult consumers in upstate New York for a bread tasting and auction. Participants sampled sourdough loaves made with whole wheat, spelt, and two blends containing 15% and 25% intermediate wheatgrass flour. Using a real-money auction format, researchers measured how much consumers were willing to pay.
“We tried to craft language to describe the breads that didn’t overexaggerate the benefits,” Li said. “We referenced language from General Mills, which has expanded its use of Kernza. We used plain language about how, once planted, it can stay in the soil for 3 to 5 years.”
When informed about benefits like soil carbon storage and biodiversity, participants bid 5% to 10% more for the bread. The 15% blend maintained a premium after tasting, while the 25% loaf received lower scores.
Photo Credit: gettyimages-ygrek
Categories: New York, Crops, Wheat