Getting incentives right? Support mechanisms for effective conservation and use of landraces in Europe and public willingness-to-pay

Policy Brief N°59 - Agricultural biodiversity (or agrobiodiversity) is associated with a range of important but poorly quantified public good ecosystem services, the conservation of which requires public support.This policy brief reports the results of a survey— conducted as part of the EU Horizon 2020 project “Farmer’s Pride”—designed to determine the general public’s willingness-to-pay (WTP) for wheat landrace conservation in Europe (demand side), as well as a survey designed to assess the willingness of wheat farmers to participate in on-farm conservation of wheat landraces (supply side). Policy recommendations are elaborated based on these findings.