Suppose the current market price of corn is $3.75 per bushel. Your firm has a technology that can convert 1 bushel of corn to 3 gallons of ethanol. If the cost of conversion is $1.60 per bushel, at what market price of ethanol does conversion become attractive? The price in which ethanol becomes attractive is ($3.75 + $1.60 / bushel of corn) / (3 gallons of ethanol / bushel of corn) = $1.78 per gallon of ethanol.