food sector. This paper draws on original qualitative research about the UK beef sector to explore how large purchasers are …

heterogeneities in consumer preferences for the Country-of-Origin (COO) of U.S. beef products. The main findings include that … consumers in Asian countries (Korea and Japan) are willing to pay least for the COO of U.S. beef products compared with North … American countries, and that the BSE incidence in the U.S. substantially damaged consumer preferences for the COO of U.S. beef …