Technology characteristics, choice architecture, and farmer knowledge: the case of phytase

Phytase is an enzyme that frees the phosphorus bound in feed grains and thus reduces the amount of dicalcium phosphate supplementation required for non-ruminants, reducing phosphorous excretion and thus reducing water pollution. This innovation has been widely adopted by feed companies in the US due to decreased phytase production costs and increased dicalcium phosphate costs. The roles played by phytase characteristics and choice architecture in the widespread use of this win–win technology are examined. A recent survey has also revealed that Midwestern farmers are largely unaware of this technology even though they are using it. One implication is that further research on win–win technologies that will be adopted by industries, rather than being dependent on adoption by individuals, may be beneficial.