Projects

All Food is Not Created Equal: Policy for Agricultural Product Differentiation

All Food is Not Created Equal: Policy for Agricultural Product Differentiation
Nov. 14-16, 2004 Berkeley, Calif.
Sponsored by Farm Foundation, Giannini Foundation and USDA’s Economic Research Service

The number of new food products available in the U.S. market annually has exploded in recent years. One reason is product differentiation, rather than proliferation of distinctly new products. Accompanying this phenomenon are more requests from the food and agricultural sector for government actions to support product differentiation.

At this conference, industry leaders, academics and government agency staffers examined the potential oversight role of government relative to various types of differentiated products, and implications of alternative public or private regulatory approaches. Research opportunities were also identified.

The conference was sponsored by Farm Foundation in collaboration with the Giannini Foundation and USDA’s Economic Research Service.


	Keynote Address: Paradox of Choice Barry Schwartz, Swarthmore College
	Setting the Stage Why Product Differentiation is on the Food and Agricultural Policy Agenda Susan Offutt, ERSHistorical Perspective on USDA Involvement in Food and Agricultural Product Markets Bruce Gardner, University of MarylandEvolution of Food and Agricultural Market Structure and the Rise of Product Differentiation Ian Sheldon, Ohio State University
	Welfare Implications of Product Differentiation Are Consumers Better Off? Joel Waldfogel, The Wharton School Rent Seeking Behavior by Differentiating Firms Jeff Perloff, University of California-Berkeley
	Luncheon speaker: Thomas Nassif, Western Growers Association
	Differentiation Issues in Food and Agricultural Markets Food Safety – Ginger Jin, University of Maryland Geographic Indicators – Danny Pick, ERS Functional Foods – Laurian Unnevehr, University of Illinois Farmer-Branded Products – Dermot Hayes, Iowa State University
	Policy in Action: Why and How Some USDA Agencies Interact With Differentiating Food and Agricultural Markets USDA Agricultural Marketing Service Certification Ken Clayton, Agricultural Marketing Service, USDAUSDA Grain Inspection, Packers and Stockyards Laboratory Testing Service David Shipman, Grain Inspection, Packers and Stockyards Administration, USDA
	Industry Perspectives Cornelius Gallagher, Bank of America Robbin Johnson, Cargill Bill Lapp, ConAgra
	Market Failure and Government Intervention Third Party vs. Government Certification Peter Schmeidler and Howard Kunreuther, The Wharton SchoolAdvertising vs. Government Labeling Pauline Ipppolito, Federal Trade Commission

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