Motivation. Gene-editing enables precise, targeted changes in an organism’s DNA, offering potential benefits for food products such as improved nutrition, reduced environmental impact, and greater resilience against plant and animal diseases. However, the future of gene-editing in agriculture depends not only on scientific progress but also on consumer acceptance, trust in communication, and the regulatory landscape.

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What we do. We study consumer acceptance of gene-editing and related biotechnologies through three complementary approaches: (1) Consumer Preferences—examining acceptance of specific applications such as hornless dairy cows, improved tomato varieties, and resilient crops; (2) Communication Strategies—testing how different benefit messages influence resistant consumers and provide industry with evidence-based tools to build trust and demand; (3) Policy Evaluation—assessing how consumers respond to U.S. and EU regulatory frameworks. Supported by multiple USDA-NIFA grants and the Food Industry Association, this work has been shared at high-level industry events, published in academic journals, and presented at national and international conferences