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Traceability Adoption by Specialty Crop Producers in California

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  • Stuller, Zachary J.
  • Rickard, Bradley J.

Abstract

Surveys were sent to specialty crop producers in California, predominantly grower-packer-shippers, during the first half of 2006 to better understand the motives for traceability adoption. The questions in our survey allowed respondents to consider the benefits of tracing. A representative tracing system for melons was developed and costs for the system were collected from industry sources. Values were assigned to the benefits of traceability based on the cost of the representative system, responses collected in our survey, and using Borda’s rule. Results suggest that litigation concerns and firm reputation are the key drivers for maintaining traceability.

Suggested Citation

  • Stuller, Zachary J. & Rickard, Bradley J., 2008. "Traceability Adoption by Specialty Crop Producers in California," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 26(2), pages 1-16.
    • Handle: RePEc:ags:jloagb:90637
    DOI: 10.22004/ag.econ.90637
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    File URL: https://ageconsearch.umn.edu/record/90637/files/JAB_Fall08__03_pp101-116.pdf
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    References listed on IDEAS

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    1. Dickinson, David L. & Bailey, DeeVon, 2002. "Meat Traceability: Are U.S. Consumers Willing To Pay For It?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 27(2), pages 1-17, December.
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    1. Yuling Sun & Xiaomei Song & Yihao Jiang & Jian Guo, 2023. "Strategy Analysis of Fresh Agricultural Enterprises in a Competitive Circumstance: The Impact of Blockchain and Consumer Traceability Preferences," Mathematics, MDPI, vol. 11(5), pages 1-18, February.
    2. Asioli, Daniele & Boecker, Andreas & Canavari, Maurizio, 2012. "Perceived Traceability Costs and Benefits in the Italian Fisheries Supply Chain," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(4), pages 1-19, March.

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