Pollinator friendly insect management practices are a "hot topic" in the horticulture industry today. How do consumers feel about the promotion of pollinator friendly plants and do they pay any attention to the signs and displays? My guest this week is colleague and friend Dr. Hayk Khachatryan. Hayk and I will talk about our recent article on the topic published in the journal Sustainability. Are some consumers willing to pay more for pollinator friendly plants?