Abstract
Consumer interest in the practices embodied in food production is rising. However, little is known about consumer responses to agricultural management practices, particularly those for controlling bird pests. A national, online survey was used to assess consumers’ willingness to pay for selected bird management practices, as applied to grapes and apples (n = 1,000), via a choice modeling approach. Respondents indicated that they would pay an average of U.S. $0.41–0.76 more for fruit that embodied practices they considered more natural. Results indicate that disclosing production practices consumers consider more natural could elicit modest price premiums for fruit growers.