Taste Key for Climate-Friendly Grain Success, Study Finds

Cornell University research shows consumers will pay more for intermediate wheatgrass bread if it tastes good and sustainability benefits are clear.

Published on Mar. 4, 2026

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A new Cornell University study analyzed whether people would want to eat climate-friendly intermediate wheatgrass, also known as Kernza. The researchers found that consumers will pay more for the perennial grain if the sustainability benefits are clearly explained, as long as it tastes good too. The study involved an experimental bread tasting and auction, where participants sampled four artisanal sourdough loaves, including two made with 15% and 25% IWG flour. When given information about IWG's environmental benefits, consumers' willingness to pay increased by 5-10% compared to the control breads. However, the 25% IWG loaf received lower ratings and weaker bids, as IWG forms a weaker gluten network than traditional wheat, producing denser loaves.

Why it matters

Intermediate wheatgrass is one of the most closely watched sustainable crops in development, with its deep roots and ability to stay in the ground for years promising healthier soil, less erosion, and reduced fertilizer runoff compared to conventional wheat. However, its commercial future hinges on consumer acceptance, particularly around taste and price. This study provides insights into how to position climate-friendly grains like IWG to appeal to consumers.

The details

The researchers recruited adult consumers in upstate New York to participate in an experimental bread tasting and auction. Participants sampled four artisanal sourdough loaves baked with whole wheat, spelt, and two versions made with 15% and 25% IWG flour blended with regular wheat flour. Using an auction mechanism, the researchers measured how much participants would be willing to spend on each loaf. When consumers were given information about IWG's environmental benefits, their willingness to pay increased by 5-10% compared to the control breads. The 15% IWG loaf maintained a price premium even after tasting, indicating it met consumer expectations for flavor and texture. However, the 25% IWG loaf received lower ratings and weaker bids, as IWG forms a weaker gluten network than traditional wheat.

  • The study was conducted in 2026.

The players

Cornell University

A private research university located in Ithaca, New York, known for its programs in agriculture, life sciences, and sustainability.

Jie Li

The first author of the study and a senior research associate at Cornell University.

General Mills

A major food company that has expanded its use of Kernza, the trademarked name for intermediate wheatgrass.

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What they’re saying

“We tried to craft language to describe the breads that didn't overexaggerate the benefits. 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.”

— Jie Li, Senior research associate (Mirage News)

What’s next

Continued breeding advances and public investment will be required to bridge the productivity gap between perennial grains like intermediate wheatgrass and annual crops like wheat, corn, and rice. Developing reliable demand from consumers is also crucial to encourage farmers to plant new climate-friendly crops.

The takeaway

This study suggests that while the environmental benefits of perennial grains like intermediate wheatgrass are important, taste and price will be key factors in determining their commercial success. Clearly communicating the sustainability advantages while ensuring the product meets consumer expectations for flavor and texture will be essential for these climate-friendly crops to gain widespread adoption.