2026-07-09http://hdl.handle.net/123456789/549334The 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.Text