In December, Dr. Jerico Fiestas-Flores joined the Environmental Behavior and Planning working group, led by Prof. Dr. Ann.Kathrin Koessler, as a postdoctoral researcher.
He will contribute to the EU-funded project Valorization of Legumes-Related Ecosystem Services (VALERECO) by exploring the relationships between consumers, farmers, and retailers with legumes and legume by-products across the EU. VALERECO aims to identify barriers and enablers of legume adoption while promoting the economic and environmental benefits of legumes in agricultural systems. With the involvement of 15 universities across 11 countries and 9 Living Labs, the project will develop behavioral strategies to enhance the adoption of legumes in production and consumption.
Jerico Fiestas-Flores holds a PhD in Agricultural and Resource Economics from the University of Alberta, Canada and a MSc in Ecological Economics from Universidad Autónoma de Barcelona, Spain. His expertise includes designing and implementing surveys to assess willingness to pay for environmental protection and animal welfare, as well as modeling the adoption of new technologies by farmers and energy companies. He has applied these skills as a researcher and public servant across Latin America, Europe, and North America, contributing to diverse institutions and initiatives.
In his free time, Jerico enjoys swimming and strategic card games.