Wallace Huffman, Iowa State University (image) Iowa State University Share Print E-Mail 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 Share Print E-Mail 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.