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This research project gauges producer demand on the Canadian Prairies for the attributes of new hypothetical varieties of winter wheat. Data collected from a survey of producers in Western Canada is used to determine the values and attitudes of producers regarding new winter wheat variety traits with a focus on increased winter survival rates and increased waterfowl nesting habitat. Increased nesting habitat was found to have a small negative but significant impact on the decision to adopt hypothetical winter wheat varieties; however winter kill rates and gross profit had a large positive effect on its adoption and expansion. Other important drivers of the decision to adopt hypothetical winter wheat varieties are also analyzed. Policy implications include potential guidance of incentives for environmentally friendly farming practices, and the provision of information to winter wheat breeding programs about the needs of producers.