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Credible Duck Food Safety Certification: Results of a Field Experiment

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Credible Duck Food Safety Certification: Results of a Field Experiment Jennifer Ifft, David Roland-Holst & David Zilberman Department of Agricultural and Resource Economics, University of California, Berkeley Contact: [email protected] Poster prepared for presentation at the Agricultural & Applied Economics Association’s 2011 AAEA & NAREA Joint Annual Meeting, Pittsburgh, Pennsylvania, July 24-26, 2011 Copyright 2011 by Jennifer Ifft, David Roland-Holst & David Zilberman. All rights reserved. Readers may make verbatim copies of this document for non-commercial purposes by any means, provided that this copyright notice appears on all such copies. This study develops a unique experimental approach to valuing safety attributes, and also involves development and assessment of a new product--safety certified free range duck. This study also has important implications for control of zoonotic disease, including highly pathogenic avian influenza (HPAI) in Viet Nam, a serious global public health externality. It develops a non-hypothetical methodology to evaluate which types of certification are most valued by consumers, which is useful to both the private sector and policymakers. Consumer acceptance and payment for labeling schemes that decrease the risk from poultry production can promote long-term, sustainable solutions to HPAI control in Viet Nam. In Viet Nam, consumers exhibit increasing awareness of food safety issues in their poultry sector, as HPAI has been reported on by a wide range of media for several years. Poultry that is infected with HPAI is safe to eat if well-cooked and this is generally understood, but consumers still report that HPAI is their largest food safety concern. Consumer awareness of basic food handling and HPAI risks is generally high, so the reason why consumers are

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