CONSERVE collaborators Sean Ellis, Maik Kecinski, Kent Messer and Clive Lipchin recently investigated Israelis' willingness to pay for produce irrigated with alternative water. Results show that Israelis prefer produce irrigated with conventional water over any type of alternative water and that their preferences for alternative water varies by type. These results indicate that there may be long‐run limits to how high consumer demand for alternative water can rise. Read more about this research that was recently published in the journal of Applied Economic Perspectives and Policy here: https://doi.org/10.1002/aepp.13162