COOL AND CONSUMERS' WILLINGNESS TO PAY IN THE FRESH PRODUCE INDUSTRY - SOME INITIAL IMPRESSIONS FROM THE FIELD
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The debate about Country-of-Origin labeling (COOL) has centered on the projected benefits and costs of its implementation. This study uses data from a Vickery auction (n=200) to estimate willingness to pay for COOL. Preliminary findings suggest, on average, consumers value COOL, are not homogeneous, and prefer fresh produce grown in the U.S.