B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
5%
5% -- willingness to pay increase for Kernza (intermediate wheatgrass) bread consumers (2026)
Consumers' willingness to pay for bread made with intermediate wheatgrass (Kernza) increased by 5% to 10% when informed about its environmental benefits compared to control breads.
- Reported as a range of 5 to 10% increase
- Based on experimental bread tasting and auction with adult consumers in upstate New York
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Cornell University
Primary
Tier A
https://www.brightsurf.com/news/8J4OWWYL/can-climate-friendly-grain-win-shoppers-new-study-finds-tas… ↗
Source Article
Can climate-friendly grain win shoppers? New study finds taste is key
ITHACA, N.Y. – A new Cornell University study analyzed if people would want to eat climate-friendly 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.
Better known by its tradem…
Original Research
Cornell University
· Original study ↗
Methodology
Experimental bread tasting and auction with adult consumers in upstate New York; range 5-10%, midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Kernza (intermediate wheatgrass) bread consumers: 5% willingness to pay increase. Source: Cornell University (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/iwg-sustainability-info-wtp-increase
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<blockquote cite="https://lighthousedata.io/data/iwg-sustainability-info-wtp-increase" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- willingness to pay increase for Kernza (intermediate wheatgrass) bread consumers<br><small>Source: Cornell University (2026) · <a href="https://lighthousedata.io/data/iwg-sustainability-info-wtp-increase" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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