Wallace Huffman, Iowa State University (IMAGE) Iowa State University Caption Wallace Huffman, distinguished professor of economics, shows off some produce enhanced with consumer traits through intragenic means. Huffman's research shows consumers are willing to pay a premium for enhanced produce. Credit ISU photo by Bob Elbert Usage Restrictions None License Licensed content Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.