A matter pressing within the current food system is the sustained loss of diversity in agriculture. Most of what humans eat only comes from a small handful of crops, while numerous other crops remain undervalued. Therefore, Neglected and Underutilized Species (NUS) are forwarded as a potential solution to the loss of agrobiodiversity. NUS are crop species not largely present in conventional food systems such as buckwheat, lupins, and sorghum, but contain various environmental, nutritional, and cultural benefits.

This proposal aims to dive deeper into the consumption of NUS, covering both personal and social aspects that can drive appeal for these crops, through the case of Brazil. Brazil is known as a key actor in global trade as it produces and supplies a substantial amount of food commodities. However, as Brazil faces challenges regarding farm landscape management and increasing rates of food insecurity, improving the role of NUS in food systems can provide sustainable alternatives to mainstream food production.

To this end, a comprehensive mixed-methods stakeholder study is proposed. By applying theories in behavioral economics and consumer psychology, this study will determine what social values ​​and preferred qualities are linked to NUS food, vis-à-vis expert perspectives. Findings from this study are expected to shed light on what factors stakeholders deem as appropriate or otherwise when faced with NUS food products. Ultimately, lessons from Brazil can help optimize and streamline future NUS promotional strategies as well as agricultural and dietary recommendations, both in the Global North and South.