Over the past two decades, consumer demand for niche products has grown substantially. The primary objective of this paper is to disentangle the value consumers place on two prominent food claims, organic and local (defined as Colorado Proud in this study) as they relate to fresh produce. Using...

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...

We endowed consumers with conventional apples and auctioned local, organic and organic-local apples to elicit consumers’ valuation and the response to two experimental treatments: scientific information and taste. For both labels, which participants valued as partial substitutes, positive WTP...