Food, Agricultural and Resource Economics
 
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John Cranfield

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Personal Info

Name
John Cranfield
Position
Professor (on sabbatical leave)
Specialization

Food economics & marketing; innovation

Office
Room 320
Phone Number
ext. 53708
Profile
John Cranfield is a Professor in the Department of Food, Agricultural and Resource Economics at the University of Guelph . He has a B.Sc. and M.Sc. in Agricultural Economics from the University of Guelph and a Ph.D., also in Agricultural Economics, from Purdue University. After graduating from Purdue, John joined the Department of Agribusiness and Agricultural Economics at the University of Manitoba. In July 2001 he joined the Department of Food, Agricultural and Resource Economics at the University of Guelph. 

John's research has been published in the American Journal of Agricultural Economics, the Journal of Development Economics, the Canadian Journal of Agricultural Economics and the World Bank Economic Review, to name a few. Awards include a Presidential Distinguished Professor Award from the University of Guelph (2004-2006), Outstanding Professor in the Faculty of Agricultural and Food Science (awarded by University Teaching Services and The University of Manitoba Students' Union ) and Outstanding Ph.D. Dissertation (awarded by American Agricultural Economics Association).
Research Interests
John is an applied econometrician whose research focuses on: consumer behaviour and demand analysis at the individual, household and market level (largely in relation to demand for food and food products); innovation in the agri-food and biotechnology sectors; agricultural development and micro-small scale agribusinesses in developing economies; and application of micro-economic theory to agri-food and development issues.
Teaching Interests

On sabbatical leave 2009/2010

Select Publications
Spencer Henson, John Cranfield and Deepananda Herath. “Understanding Consumer Receptivity towards Foods and Non-Prescription Pills Containing Phytosterols as a Means to Offset the Risk of Cardiovascular Disease: An Application of Protection Motivation Theory.” Accepted for publication in International Journal of Consumer Studies.

John Cranfield, Spencer Henson, James Northey and Oliver Masakure. “An Assessment of Consumer Preference for Fair Trade Coffee in Toronto and Vancouver.” Accepted for publication in Agribusiness: An International Journal.

John Cranfield, Spencer Henson and James Holliday. “The Motives, Costs, Benefits and Problems of Conversion to Organic Production.” Accepted for publication in Agriculture and Human Values.

Henson, Spencer, Jose Blandon and John Cranfield and Deepananda Herath. “Understanding the Propensity of Consumers to Comply with Dietary Guidelines Directed at Heart Health.” Appetite (in-press) doi:10.1016/j.appet.2009.09.006

Juliana Ruzante, Valerie Davidson, Spencer Henson, Julie Caswell, John Cranfield, Aamir Fazil, Sven Anders, Claudia Schmidt and Jeff Farber. “A Multi-Factorial Risk Prioritization Framework for Food-borne Pathogens” Risk Analysis (In-press). DOI: 10.1111/j.1539-6924.2009.01278.x

Oliver Masakure, John Cranfield and Spencer Henson. “Factors Affecting the Incidence and Intensity of Standards Certification Evidence from Exporting Firms in Pakistan.” Applied Economics (In-press).

Deepananda Herath, John Cranfield and Spencer Henson. “Financing Innovation and Commercialization in Canada’s Functional Food and Nutraceutical Sector.” Applied Economics (in press).

Paul Preckel, J. A. L. Cranfield and Thomas Hertel. “A Modified, Implicit, Directly Additive Demand System.” Applied Economics (in press).

Jose Blandon, Spencer Henson and John Cranfield. 2009. “Small-Scale Farmer Participation in New Agri-Food Supply Chains: The Role of Transaction Costs and Collective Action.” Journal of International Development 21(7); 971-984. DOI: 10.1002/jid.1490

Oliver Masakure, Spencer Henson and John Cranfield. 2009. “Performance of Microenterprises in Ghana: A Resource Based View.” Journal of Small Business and Enterprise Development 16(3): 466-484.

Oliver Masakure, Spencer Henson and John Cranfield. 2009. “Standards and Export Performance in Developing Countries: Evidence from Pakistan.” Journal of International Trade and Economic Development 18(3): 395-419.

Richard Barichello, John Cranfield, Karl Meilke. 2009. “Options for Supply Management in Canada with Trade Liberalization.” Canadian Public Policy 35(2): 203-217.

Brian Innes and John Cranfield. 2009. “Consumer preference for production-derived quality: analyzing perceptions of premium chicken production methods.” Accepted for publication Agribusiness: An International Journal 25(3): 395-411.

Getu Hailu, Andreas Boecker, Spencer Henson and John Cranfield. 2009. “Consumer Valuation of Functional Foods and Nutraceuticals in Canada: A Conjoint Study Using Probiotics.” Appetite 52(1):257-265.

John Cranfield, B. James Deaton, and Shreenivas Shellikeri. 2009. “Evaluating Consumer Preferences for Organic Food Production Standards.” Canadian Journal of Agricultural Economics 57 (1): 99-117.

Getu Hailu, Andreas Boecker, Spencer Henson and John Cranfield. 2009. “Consumer Valuation of Functional Foods and Nutraceuticals in Canada: A Conjoint Study Using Probiotics.” Appetite 52 (1): 257-265.

Alessandro Alasia, Alfons Weersink, Ray Bollman and John Cranfield. 2009. “Off-farm labour decision of Canadian farm operators: urbanization effects and rural labour market linkages.” Journal of Rural Studies 25 (1): 12-24.

Jose Blandon, Spencer Henson and John Cranfield. 2008. “Functional foods and natural health products: A review of contemporary issues.” CAB Reviews: Perspectives in Agriculture, Veterinary Science, Nutrition and Natural Resource 51 (3): 1-11

Oliver Masakure, John Cranfield and Spencer Henson. 2008. “The Financial Performance of Non-farm Micro-enterprises in Ghana.” World Development 36 (12): 2733-2762.

Spencer Henson, Mamane Annou, John Cranfield and Joanne Rykes. 2008. "Understanding Consumer Attidues towards Food Technologies in Canada." Risk Analysis 26 (6) 1601-1617.

Deepananda Herath, John Cranfield and Spencer Henson. 2008 “Who Consumes Functional Foods and Nutraceuticals in Canada? Results of Cluster Analysis of the 2006 survey of Canadians' Demand for Food Products Supporting Health and Wellness.” Appetite 51(2): 256-265

Deepananda Herath, John Cranfield, Spencer Henson and Dave Sparling. 2008. “Understanding the Factors Influencing Innovation and Commercialization in Canada’s Functional Food and Nutraceutical Sector.” Agribusiness 24(2): 207-230.

Spencer Henson, Oliver Masakure and John Cranfield. 2008. “The Propensity for Consumers to Offset Health Risks Through the use of Functional Foods and Nutraceuticals: The Case of Lycopene.” Food Quality and Preference 19 (4): 395-406.

John Cranfield and Kris Inwood. 2007. “The Great Transformation: A Long-run Perspective on Physical Well-being in Canada.” Economics and Human Biology 5 (2): 204-228.

Daryl van Moorsel, J.A. L. Cranfield and David Sparling. 2007. “Factors Affecting Biotechnology Innovation in Canada: Analysis of the 2001 Biotechnology Use and Development Survey.” International Journal of Biotechnology 9 (1): 39-59.

C. Van Groningen, C.J. Devitt, J.W. Wilton, and J. Cranfield. 2006. “Economic evaluations of individual beef sires in an integrated beef supply chain.” Journal of Animal Science 84 (12): 3219-3227.

Deepananda Herath, Spencer Henson and John Cranfield. 2006. “A Note on the Economic Rationale for Regulating Health Claims on Functional Foods and Nutraceuticals: The Case of Canada.” Health Law Review 15 (1): 23-32.

Jennifer Brown, J. A. L. Cranfield and Spencer Henson. 2006. “Relating Consumer Willingness-to-pay for Food Safety to Risk Tolerance: An Experimental Approach” Canadian Journal of Agricultural Economics 53(2/3): 249-263.

Erik Magnusson and J. A. L. Cranfield. 2005. “Consumer Demand for Pesticide Free Food Products in Canada: A Probit Analysis.” Canadian Journal of Agricultural Economics 53(1): 67-81.