A Diamond in the Rough: Identifying Heritage Crop Niche Markets in the United States Using a Discrete Choice Experiment

ABSTRACT Heritage crops are grown from open‐pollinated old cultivars and are considered significant in their connection to human culture and food systems. Although developing market opportunities and promoting their production can be an effective strategy to conserve them, little is known about US consumers' awareness, interest, and preferences for them. In this study, we conducted a national survey and used a discrete choice experiment with five different crops (i.e., apple, cabbage, rice, squash, and tomato) to systematically investigate US consumers' preferences for heritage crops. We found that US consumers' awareness of heritage crops is limited. Their willingness‐to‐pays (WTPs) for these crops are relatively modest and vary between heirloom crops, which emphasize the legacy and time aspects of the crops, and heritage crops, which demonstrate the cultural and historical aspects of the crops. However, consumers' WTPs for heritage crops appear consistent across US regions and consumers' residency areas (i.e., cities, suburbs, and rural areas). Only a few consumers' lifestyle variables tend to be correlated to their WTPs. The findings of this study provide substantial empirical evidence to help farmers identify marketing opportunities for heritage crops and examine the feasibility of using a market‐driven approach to conserve heritage crops in the United States.