Grain of the Future: Consumer Demand for Bread Made of Sustainable Perennial Grain Intermediate Wheatgrass

ABSTRACT Intermediate wheatgrass (IWG), also known as Kernza, is a perennial grain crop with recognized environmental benefits, including improved water quality, increased soil carbon storage, and enhanced biodiversity. However, despite these advantages, consumer demand for IWG‐based products remains poorly understood, limiting its market potential. This study employs sensory analysis and an experimental BDM mechanism to estimate consumer willingness to pay (WTP) for IWG bread and assess the influence of sustainability information on purchasing decisions. Results suggest that IWG bread commands a price premium when accompanied by effective consumer education, with WTP estimates indicating a potential market niche for sustainability‐labeled perennial grains. Economic implications suggest that targeted consumer awareness campaigns, standardized eco‐labeling, and financial incentives could enhance adoption and market penetration. These findings offer insights for policymakers, agribusinesses, and sustainability advocates aiming to align consumer‐driven demand with environmental goals.