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Americans Willing To Pay A Premium For U.S. Organic Broccoli

July 25, 2015: 12:00 AM EST
A U.S. research team that analyzed national survey data and information from the USDA  determined that Americans will buy organic broccoli from American or foreign suppliers but they’re willing to pay a significant premium for organic American broccoli. Packages of organic broccoli must label them as such, but they also must show a “country-of-origin” label. This has confused consumers because they’re not sure if the overseas broccoli meets USDA organic standards. Americans will pay as much as $1 more a pound for U.S. organic broccoli than for broccoli from China and Mexico, and 32 cents more a pound for broccoli from Canada.
Jing Xie et al., "Consumers’ preferences for fresh broccolis: interactive effects between country of origin and organic labels. ", Agricultural Economics, July 25, 2015, © John Wiley & Sons, Inc.
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