New research project: PLANTAR aims to foster public engagement and dialogue on agricultural innovation by exploring societal perceptions of beneficial applications of new breeding techniques, understanding the value-based reasons behind public appreciation or rejection, and generating actionable evidence through diverse research methods and virtual reality technology. This project is a collaboration between HF Partners, the Consumer Behavior group at ETH Zurich and the Leeds University Business School. HF Partners will serve as the project and dissemination partner and will co-supervise the PhD student working on the project at ETH Zürich. PLANTAR is funded by the Swiss National Science Foundation within the framework of the National Research Programme 84 (NRP84).