The objective of the study was to define the main opportunities and challenges for the commercialization of the new hulless barley variety ‘Kornelija’ arising from its biochemical and farming profile, and to present the evaluation for the approach to a new high protein-based payment system. Unlike the agricultural profile with both advantages and disadvantages, the variety shows distinctive grain quality and biochemical properties. Although there is a growing demand for high-nutrition and plant-based protein foods, farmers are focused on yield potential, not the nutritional value of cereals. By paying for the grains of ‘Kornelija’ the price that is equal or higher than winter wheat referenced break-even price, food processors would both motivate farmers to grow the variety and obtain grains with much higher protein content, and significantly higher β-glucans content than winter wheat to produce functional foods for a price that is close to the price of winter wheat.