In the search for climate-friendly foods, scientists have spent decades reimagining what grows in the field. But a quieter question has lingered in the background: Will anyone actually want to eat it? A new study in the journal Agricultural Economics has applied this question to intermediate wheatgrass, finding that consumers will pay more for the perennial grain if the sustainability benefits are clearly explained—as long as it tastes good, too.
How much would you pay for climate-friendly bread?
