This study used Rosen's methodology of deriving a marginal implicit price series from traditional hedonic modeling and then using this series to estimate a demand model. This procedure was applied to Kansas Hard Red Winter wheat protein. Results were mixed. Own-district protein level was not economically significant; however, an increase in other Kansas district's protein level and the North Dakota Hard Red Spring protein level may have a slight economic impact on own-district protein premium. The results of this study indicate that new varieties of wheat developed that increase protein content without loss of yield and that are regional specific can impact the price or wheat in other areas.