Food manufacturers use health claims to signal higher product quality and attract health oriented consumers. However, consumers’ willingness to pay for health-related attributes may not be large enough to repay firms of the high costs associated with developing, certifying, and marketing such...

This paper addresses three key empirical questions related to health, nutrient, and process claims on front-label packaging; namely, 1) How do consumers value alternative claims on product and process-based attributes for fresh produce; 2) Are these values additively separable; and 3) To what...

This paper explores the welfare changes as a result of changes in prices and quantities of Colorado labeled apples relative to domestically produced apples, using equilibrium displacement model with two-regions: Colorado State and the rest of the United States. The results showed that in the...

Interest and sales for natural meats continue to grow, with increased offerings in supermarkets and other mainstream marketing channels. Still, little is known about interest in various production attributes and methods to target likely customers. This study focuses on the market for natural...

Interest and sales in natural meats continue to grow, with increased offerings in supermarkets and other mainstream marketing channels. Producers interested in direct marketing also consider natural meats an attractive niche market. This study focuses on the market for natural meat, including...

Conventional supermarkets concentrate on capturing the largest pool of consumers to generate profits from the industry's low margins. Selling to the largest pool of customers means that marketing, promotion, stocking and service decisions are based on the tastes and preferences of an average...

This study examines the willingness to pay for a locally-produced, natural beef product in the Intermountain West. In addition to presenting market shares at various prices, this study examines the relevance of several production characteristics, to determine how important they are to consumers,...

There is evidence that consumers are increasingly purchasing food directly from local producers, but little is understood about which market-specific, intrinsic, extrinsic, and demographic attributes influence the probability of preferring to purchase fresh produce through direct-market...