Many consumers are willing to pay for improved environmental quality and thus non-market values of impacts of food production on e.g. water quality, carbon sequestration, biodiversity, pollution, erosion or GHG emissions may even be comparable to the market value of agricultural production. The Diverfarming project elucidated how consumers value agroecosystem services enabled by diversification and provided consumer perspectives for developing future agricultural and food policies to better support cropping diversification.