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The purpose of this paper is to investigate the governance implications of non-genetically modified (GM) voluntary private standards on the private label poultry meat value chain of the leading Italian retailer. Considered aspects are: first, the organizational practices adopted along the chain to assure effective segregation; second, the changes in the characteristics and governance of the key transaction (meat processor-retailer); finally, what makes the chain economically sustainable.

A picture of the chain is obtained collecting information from the businesses involved; the snowball selection criterion is used in identifying people to interview. Transaction Cost Economics (TCE) is used to conceptualize the organizational changes in the meat processor-retailer transaction; the coherence of expected-actual variations in asset specificity, uncertainty and frequency, as well as of the observed governance with TCE predictions is assessed.

The creation of the non-GM chain required investments by both the key actors involved and the establishment of a partnership based on trust and mutual dependence. The increase in uncertainty coupled with the rise in asset specificity led to higher transaction costs, requiring a shift of the governance structure toward the right side of the market-hierarchy continuum to economize on costs and improve supply chain performance. TCE well explains the changes occurred. The retailer values the return on image as a strategic asset and bears the non-GM extra costs making the chain economically sustainable.

The implications of the findings are twofold. First, they help to identify the critical factors for an effective and economically sustainable segregation of non-GM products/raw materials along agro-food value chains. Second, they show how chain actors could adopt tighter governance structures in order to comply with binding technical and quality specifications, economize on transaction costs and improve supply chain performance.

Retailer-led private standards used as regulation and enforcement mechanisms in vertical relations, as well as their organizational implications in the governance of transactions between actors in agro-food value chains have received insufficient attention. This research contributes to fill out this gap.

Much of the debate surrounding genetic modification has centred on food product ingredients, in particular soya derivatives, and the supposed inability to segregate GM from non‐GM soybeans. Protein Technologies International has, however, implemented a system, Identity Preservation, which ensures the delivery of non‐GM soy protein to its customers. The system covers seeds, on‐farm storage, planting, growing and harvesting, transportation, processing and distribution, with independent third‐party verification. It is, believes the company, a way of ensuring that consumers can obtain the health benefits of soy protein consumption even if they are actively avoiding GM ingredients.

Sustainability certification of agricultural commodities might be one measure to ensure deforestation-free supply chains. The purpose of this paper is to add to previous assessments of soy certification systems with respect to “zero deforestation” criteria by focusing on the aspect of traceability.

A conceptual framework for assessing certification systems is proposed based on a literature review. This concept is applied to 16 soy certification systems, considering previous studies and available chain-of-custody certification options.

Among the sample, five certification systems may contribute to ensuring deforestation-free soy supply chains, as they have relatively high “zero deforestation” and assurance requirements and support at least segregation. Other chain-of-custody systems are insufficient in terms of traceability, but still dominate the market.

The assessment considers only certification systems that have been benchmarked according to criteria developed by the European feed industry. Regular updates and further assessments of certification systems for other commodities are recommended.

Supply chain actors and policymakers are informed about certification systems that may ensure deforestation-free sourcing. However, different factors influence the implementation of zero deforestation commitments, such as adverse effects, economic trade-offs and new certification and traceability concepts.

The implementation of deforestation-free supply chains should contribute to achieving sustainable development goals. Potential adverse social effects need to be considered.

This study focuses on the so far rather neglected but essential aspect of traceability, which is required for ensuring deforestation-free sourcing along the whole supply chain.

The purpose of this paper is to examine Chinese consumers’ level of perception of genetically modified (GM) foods and the determinants of their willingness to pay (WTP) for Fad-3 GM lamb, a newly developed GM product.

Based on a randomized choice experiment involving 576 consumers in Beijing, the authors adopt a double-bounded contingent valuation method to estimate consumers’ WTP for Fad-3 GM lamb, as well as the causal impact of (randomized) product-information disclosure on it.

The econometric result indicates that the randomly disclosed product information describing details about Fad-3 GM lamb, the potential risks associated with the consumption of it, and the related governmental regulation policies raised consumers’ WTP by 6.2 yuan per Jin (or US$2/kilogram).

This paper provides new experimental evidence of the effect of product-information disclosure on consumers’ WTP for a newly developed GM food product.

This year's winner of the BRA Travel Award, Stephen Williams of Cambridge University spent his prize by spending two and a half weeks in the USA visiting universities, research institutes, and industrial companies. He presents some of his views and findings.

Professionals from the dairy sector commonly believe that the results of Global Dairy Trade (GDT) auctions are a good leading indicator for prices of dairy commodities. The purpose of this paper is to test that hypothesis for prices of key dairy commodities (skimmed milk powder (SMP), whole milk powder (WMP), butter and cheddar) in the main dairy markets (the US, EU and Oceania).

The leading properties of the GDT auctions are investigated using vector error correction models (VECM).

The results show that prices at GDT auctions may be treated as a benchmark for global prices of WMP and SMP as they affect prices in all considered markets. However, in case of EU market the relationship with the GDT is bidirectional. GDT prices reveal some leading properties also in cheddar market, however price relationships in this market are much more complex. In case of butter market, GDT can be regarded as a benchmark only for Oceania.

The results of this paper improve knowledge on price transmission in dairy markets, show the role of the GDT auctions in the price setting process, and thus may help professionals from the dairy sector to formulate their price expectations more precisely.

Despite the fact that many professionals from the dairy sector treat GDT auctions as a benchmark, so far their leading properties have not been scientifically proven.

The purpose of this paper is to examine consumer attitudes toward genetically modified (GM) and organic foods with a broader list of control variables that includes green attitudes, impulsive purchasing, concerns about privacy, religiosity, birth order, and political preferences.

US internet panelists were asked about their preferences for purchasing non-GM produce, non-GM cereal, and organic products even if they cost a little more. They were also asked if genetically engineered foods are safe to consume. Responses to these four questions were dependent variables in binary logistic regressions. The sample size was 725 adults.

Attitudes toward non-GM produce and non-GM cereal were linked with different variables. Green attitudes were positively linked with non-GM and organic food attitudes. Impulsive purchases, a religiosity factor, and a privacy concern factor were linked with non-GM but not organic food attitudes. Social desirability bias was also significant. The genetically engineered food model identified some unique linkages with the control variables, suggesting that these terms may not improve consumer confidence with food.

New measures and several variables that researchers independently found to be significant were tested together in models and found to be linked with organic and non-GM food attitudes. Some expected relationships were not found. The results provide better profiles of consumers who have strong attitudes toward GM and organic foods.

The purpose of this paper is to determine the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products.

Tomato was selected as a model crop. Data used in this study were gathered from questionnaires conducted in Tokat province of Turkey in April 2006. Questionnaires were accomplished via face‐to‐face interviews over 262 households. “Ordered logit model” was used in determining the factors that affect the willingness of consumers for higher prices for genetically unmodified products. Ordered models are those that limit dependent variables to certain intervals. According to the results, variables of household size, monthly household income, household's monthly food consumption expenditure and level of consumers' sensitivity over the issue affected the willingness to pay higher prices for genetically unmodified products.

Results of the study indicated that household size and monthly household income had negative effects on the willingness to pay extra, while monthly food expenditure and concern had positive effects.

The results of the study will be beneficial for the policy makers, producers, consumers and those conducting research in this area alike. Carrying out studies aimed at determining consumer preference, such as this, will help form consumer consciousness, especially in Turkey, to protect consumer health.

Many countries have held back from planting genetically modified (GM) food crops due to perceived negative reaction in export and domestic markets. Three lines of research have tested the reality of this fear.

In‐depth interviews were conducted in European countries with key companies and organisations in the European food sector. Supermarket intercepts were used to ascertain purchasing intent for products from countries that do or do not produce GM crops. A purchasing experiment was conducted, where cherries labelled as GM, organic or conventional were on sale in a roadside stall.

Food distribution channel members expressed concern about possibility of contamination or mix‐up between GM and non‐GM food. However, presence of GM crops in a country does not cause negative perception of food in general from that country. Approximately 30 per cent of consumers in the purchasing experiment proved willing to purchase GM cherries when there was a defined consumer benefit – either lower price or spray‐free.

Countries that have not yet planted GM food crops need to be cautious about possible negative impacts on channel member perceptions of non‐GM versions of the same crop from the same country. However, planting GM crops does not appear likely to damage the overall reputation of a food‐supplying country. GM applications in non‐food areas seem unlikely to damage perceptions of country image in relation to supply of food products from that country.

Provides useful information for those planning to plant GM food crops.

Public and private policy responses to the introduction of genetically modified (GM) crops have differed across countries and regions, resulting in market fragmentation that is in conflict with the entry mode strategy of standardisation that has dominated the food distribution system for a century. To deal with the new market reality, an alternative entry mode strategy must be established which is capable of segregation – or identity preservation (IP) – of the commodity supply system. A multi‐mode strategy is presented that combines the economic transaction cost perspective with the institutional theory perspective. A seemingly paradoxical result emerges: standardisation is the solution to market differentiation. That is, an IP entry mode strategy must first be built on a foundation of standardised norms and protocols, which then makes it easier to target specific entry mode strategies to meet the divergent export market access rules resulting from the differential public policy and private strategies in various countries and regions.