The definition of risk used by the HarvestChoice project does not frame risk as inherently bad. After all, farmers and other individuals often voluntarily subject themselves to risks that can be avoided. That is, some individuals may view risk as undesirable, others may not care, while still others may view it as desirable. Individuals who find risk undesirable are commonly referred to as risk averse. Individuals who do not care are commonly referred to as risk neutral. Individuals who find risk desirable are often referred to as risk preferring, loving, or attracted.