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Buyer and Seller Response to an Adverse Food Safety Event: The Case of Frozen Salmon in Alberta

Author

Listed:
  • Maynard, Leigh J.
  • Saghaian, Sayed H.
  • Nickoloff, Megan

Abstract

Fish is a low-fat protein source high in omega-3 fatty acids, but in 2004 consumers also heard that farmed salmon had high levels of polychlorinated biphenyl (PCBs). This research evaluated how Canadian consumers and processors reacted to the conflicting health messages. Demand estimates and time-series analysis of 2001-2006 frozen meat scanner data in Alberta, Canada show a significant drop in salmon expenditure share following the PCB finding. The industry responded by launching low-priced wild salmon products, which contributed to significant demand expansion. The analysis illustrates how a food safety threat was averted and even served as a catalyst for growth.

Suggested Citation

  • Maynard, Leigh J. & Saghaian, Sayed H. & Nickoloff, Megan, 2007. "Buyer and Seller Response to an Adverse Food Safety Event: The Case of Frozen Salmon in Alberta," Consumer and Market Demand Network Papers 6832, University of Alberta, Department of Resource Economics and Environmental Sociology.
    • Handle: RePEc:ags:ualbnp:6832
    DOI: 10.22004/ag.econ.6832
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    JEL classification:

    • Q10 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - General
    • Q11 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Aggregate Supply and Demand Analysis; Prices
    • Q16 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - R&D; Agricultural Technology; Biofuels; Agricultural Extension Services
    • Q22 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Fishery

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