Auction experiments at locations in the US and Canada are used to determine consumers' willingness to pay for red-meat traceability and other enhanced food characteristics. Consumers in both countries are found to be willing to pay a positive amount for traceability, but would pay even more if...

"Increased traceability of food and food ingredients through the agri-food chain has featured in recent industry initiatives in the Canadian livestock sector and is an important facet of the new Canadian Agricultural Policy Framework (APF). While traceability is usually implicitly associated...