Whether total revenue rises or falls depends on the elasticity of demand. In practice, the demand for basic foodstuffs such as wheat is usually inelastic, for these items are relatively inexpensive and have few good substitutes. When the demand curve is inelastic, as it is in Figure 8, a decrease in price causes total revenue to fall. You can see this in the figure: The price of wheat falls substantially,whereas the quantity of wheat sold rise only slightly. Total revenue falls from $300 to $220. Thus, the discovery of the new hybrid lowers the total revenue that farmers receive for the sale of their crops.