This study develops a framework for pricing output traits derived from agriculture biotechnology and the effects on competing technologies post-introduction of the genetically modified (GM) variety. The price impact model determines processor or consumer adoption rates and changes in processor, farmer, and tech firm surplus as a result of the release of the new GM variety. Several implications result from this research. First, adoption of the GM variety may not be as high as expected due to the lower cost of using conventional varieties for processing or consumption inputs. Second, both processors who adopt the GM variety and those who continue to use conventional varieties will have an increase in surplus as a result of the introduction of the GM variety. Lower costs of conventional varieties will also result in new entrants into the market.