Intermediate wheatgrass (IWG), also known as Kernza, is a perennial grain crop that has been lauded as a more sustainable alternative to conventional annual grain crops. The environmental benefits of IWG relative to annual crops include improved water quality, increased soil carbon storage, and enhanced biodiversity. Despite the environment benefits of IWG, consumer demand for it remains poorly understood. Aiming to fill this gap in the literature, we conducted a BDM auction to assess consumers’ willingness to pay for breads made using IWG before and after being presented information about its environmental benefits. We also elicited sensory evaluations from consumers to assess the sensory perception of IWG breads before and after being presented this information. Our findings point to the importance of environmental information in a successful marketing strategy for IWG and the need for caution when incorporating IWG into food products to meet consumers’ high sensory expectations.