Valuing the Health Benefits of a Novel Functional Food

"Awareness of the link between diet and health has led to an interest from consumers, the food industry, and policymakers in the health properties of foods. Food industry innovations are emerging that enhance the health attributes of foods. Recent scientific evidence has linked the consumption of foods high in trans fatty acids with elevated cholesterol levels and a higher incidence of coronary heart disease. Foods that reduce the risk of chronic diseases have potential social welfare benefits. This article values the potential health benefits of a healthy food: a trans fat-free canola oil. Using a range of assumptions about the extent to which a trans fat-free canola oil will substitute for existing oils, the paper shows how two alternative methods of computing reductions in the cost of illness reveal nontrivial benefits to society. Policy implications and suggestions for further research are discussed." Copyright 2007 Canadian Agricultural Economics Society.