** AWARDS ISSUED PRIOR TO JANUARY 20, 2025, WERE FUNDED UNDER PREVIOUS ADMINISTRATIONS AND MAY NOT REFLECT THE PRIORITIES AND POLICIES OF THE CURRENT ADMINISTRATION.** THE LONG-TERM BENEFITS OF NORTH AMERICAN HEMP PRODUCTION INCLUDE PATHS THAT EFFECTIVELY AID IN THE AGRICULTURAL TRANSITION FACING MANY RURAL COMMUNITIES. THESE INCLUDE THE PRODUCTION OF HEMP FIBER AND GRAIN FOR HUMAN AND ANIMAL FOOD, OIL, PERSONAL CARE PRODUCTS, INDUSTRIAL FLUIDS, TEXTILES, BUILDING MATERIALS, BIOPLASTICS, AND SUBSTITUTES FOR A VARIETY OF PAPER/PAPERBOARD USES. KNOWLEDGE OF POTENTIAL SIZE AND GROWTH OF CONSUMER MARKETS IS CRITICAL BECAUSE UPSTREAM SUPPLY CHAIN SUCCESS DEPENDS ON CONSUMER DEMAND, WITHOUT WHICH THERE WILL BE NO FINANCIAL MARKETS MOTIVATED TO PROVIDE CAPITAL INVESTMENT NOR INCENTIVES FOR FARMERS TO GROW HEMP, PROCESSORS TO MOVE RAW MATERIALS TO MANUFACTURING INPUTS, OR MANUFACTURING TO DEVELOP CONSUMABLE PRODUCTS.THE GOAL OF THIS MULTI-INSTITUTIONAL AFRI PROJECT IS TO ANALYZE ECONOMIC AND BEHAVIORAL ASPECTS OF CONSUMPTION THAT ELUCIDATE, QUANTIFY, AND INFORM MARKET OPPORTUNITIES FOR ALREADY AVAILABLE AND EMERGING HEMP GRAIN AND FIBER VALUE-ADDED PRODUCTS. THE OBJECTIVES ARE: 1. TO DETERMINE THE TRAJECTORY OF HISTORICAL DEMAND AND ESTIMATE DEMAND FOR HEMP FOOD PRODUCTS BY CONSUMER DEMOGRAPHIC/BEHAVIORAL CHARACTERISTICS AND REGION USING AN INFORMATION RESOURCES INC. (IRI) DATA SET WITH MILLIONS OF OBSERVATIONS ON CONSUMER PURCHASES OF HEMP PRODUCTS SOLD IN FOOD RETAIL OUTLETS ACROSS THE UNITED STATES; AND 2. TO DETERMINE QUALITY CHARACTERISTIC PREFERENCES (WILLINGNESS TO PAY, WTP) OF CONSUMERS FOR EMERGING HEMP PRODUCTS, INCLUDING CONSTRUCTION MATERIALS, TEXTILES, AND GRAIN PRODUCTS USING A SERIES OF NATIONAL DISCRETE CHOICE EXPERIMENTS, AND INCLUDING PRODUCTION, PROCESSING, ENVIRONMENTAL, AND PERFORMANCE CHARACTERISTICS.