b"CONSUMERSPURDUE UNIVERSITY'S CENTERfor Food Demand Analysis and Sustainability (CFDAS) released a Consumer Food Insights (CFI) survey, which tracks food demand trends DONT REALLYand sustainability behaviors based on surveys with over 1,200 American adults. Augusts survey examined consumer percep-tions and behaviors towards regenerative agriculture. Arguably most importantly, the survey tried to assess whator whether UNDERSTAND consumers would be willing to pay for food produced through regenerative ag practices. At the Center for Food Demand, we're interested in consum-ers' perceptions and experiences in the food space. And that ties REGENERATIVEback upstream, said Joseph Balagtas, professor of agricultural economics and director of CFDAS. If we think about technol-ogy adoption on farms or in the food supply chain, a lot of that depends on premiums for technology adoption, and a lot of AGRICULTUREthose premiums tie back to what consumers are willing to accept or willing to pay for in the grocery store. While the science on regenerative ag is still developing, it's a good time now to start thinking about what do consumers know or not know about regenerative agriculture? What are their perceptions? And can A new survey shows consumers generallywe get an early estimate of their willingness to pay for these support regenerative agriculture butpractices and technologies?Balagtas, together with his CFDAS colleague Lourival turns out, they dont know what it is. AreMonaco, an agriculture economics professor and the research they willing to pay for it? And what canmanager of Digital Innovation in Agri-Food Systems Laboratory (DIAL), sat down with Seed World U.S. Editor Aimee Nielson to the seed sector learn from the results?chat about the surveys key takeaway points and their relevance By Autumn Barnes, Seed World Contributor for the seed industry. 38/ SEEDWORLD.COMFEBRUARY 2025"