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Produce Safety, Perceived Risk, and Consumer Choice



Authors as Published

Clinton Neill, Assistant Professor, Department of Agricultural and Applied Economics, Virginia Tech and Extension Economist, Virginia Cooperative Extension; Rodney Holcomb, Professor, Department of Agricultural Economics, Oklahoma State University; and Ben Garber, Undergraduate Research Assistant, Department of Agricultural and Applied Economics, Virginia Tech

This publication is available in an enhanced digital version and PDF.

Many growers are uneasy about the extra regulatory costs incurred by FSMA and the PSR. Thus, many seek exemptions from the PSR to reduce production costs. However, consumers perceive exempt produce as being more risky, and are thus willing to pay less for exempt produce. Thus, producers who take the exemption must be sure to take proper food safety measures and educate consumers about their practices.

Virginia Cooperative Extension materials are available for public use, reprint, or citation without further permission, provided the use includes credit to the author and to Virginia Cooperative Extension, Virginia Tech, and Virginia State University.

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Publication Date

July 15, 2019