Areas of Expertise
Economics of Horticultural Markets, Agricultural and Food Policy
301B Warren Hall • Phone: 607.255.7417
Brad Rickard is an assistant professor in the Charles H. Dyson School of Applied Economics and Management, and serves as an associate of the Robert Mondavi Institute Center for Wine Economics at the University of California. Prior to joining the faculty at Cornell in 2008, he taught at California Polytechnic State University in San Luis Obispo.
Professor Rickard’s applied research and extension program focuses on competitiveness issues in the horticultural industry. Much of his work analyzes the economic implications of policies, innovation, and industry-led initiatives applied to markets for fruits, vegetables, and wine. Current projects examine how specialty crop markets respond to changes in nutrition and health information, production technologies, food labeling practices, promotional efforts, agricultural policy reform, and trade liberalization.
Ph.D., University of California, Davis, 2003
M.Sc., University of Guelph, 1998
B.Comm., University of Guelph, 1996
Rickard, B.J., T.M. Schmit, M.I. Gómez, and H. Lu. 2013. Developing brands for patented fruit varieties: Does the name matter? Agribusiness: An International Journal (forthcoming).
Schmit, T.M., B.J. Rickard, and J. Taber. 2013. Consumer valuation of environmentally friendly production practices in wines considering asymmetric information and sensory effects. Journal of Agricultural Economics (forthcoming).
Rickard, B.J., A.M. Okrent, and J.M. Alston. 2013. How have agricultural policies influenced caloric consumption patterns in the United States? Health Economics (forthcoming).
J. Liaukonyte, B. Rickard, H. Kaiser, A. Okrent, and T. Richards. 2012. Economic and health effects of fruit and vegetable advertising: Evidence from lab experiments. Food Policy 37(5): 543–553.
Rickard, Bradley J. 2012. The economics of introducing wine into grocery stores. Contemporary Economic Policy 30(3): 382–398.
Rickard, B.J., and L. Lei. 2011. How important are tariffs and non-tariff barriers in international markets for fresh fruit? Agricultural Economics 42(S1): 19–31.
Rickard, B.J., J. Liaukonyte, H.M. Kaiser, and T.J. Richards. 2011. Consumer response to commodity-specific and broad-based promotion programs for fruits and vegetables. American Journal of Agricultural Economics 93(5): 1312–1327.
Rickard, B. J., and D.A. Sumner. 2011. Was there policy “reform”? Evolution of EU domestic support for processed fruits and vegetables. Food Policy 36(3): 438–449.
Chan, S., B. Caldwell, B. Rickard, and C. Mohler. 2011. Economic performance of organic cropping systems for vegetables in the Northeast. Journal of Agribusiness 29(1): 59–82.
Alston, Julian M., B.J. Rickard, and A.M. Okrent. 2010. Farm policy and obesity in the United States. Choices 25(3).
James, J.S., B.J. Rickard, and W.J. Rossman. 2009. Product differentiation and market segmentation: Using a choice experiment to assess the value of organic, local, and nutrition attributes. Agricultural and Resource Economics Review 38(3): 357–370.
Rickard, B.J., C.M. St. Pierre, and G.M. Becker. 2009. Drivers of demand for imported horticultural commodities: A cross-country comparison. International Food and Agribusiness Management Review 12(2): 19–38.
Rickard, B.J., and J.L. Gonsalves. 2008. How would compliance with dietary recommendations affect revenues for agricultural producers? Food Policy 33(5): 422–433.
Rickard, B.J., and D.A. Sumner. 2008. Domestic support and border measures for processed horticultural products. American Journal of Agricultural Economics 90(1): 55–68.
Work in Progress
S.-T. Ho, B.J. Rickard, and J. Liaukonyte. Economic and nutritional implications from changes in U.S. agricultural promotion efforts. AEM Working Paper No. 2012-16.
Rickard, B.J., J.J. McCluskey, and R.W. Patterson. Reputation tapping. AAWE Working Paper No. 119.
Balagtas, J., B. Krissoff, L. Lei, and B. Rickard. Impact of the fruit and vegetable planting restriction on crop allocation in the United States. AEM Working Paper No. 2012-14.
Rickard, B.J., M. Costanigro, and T. Garg. Regulating the availability of beer, wine, and spirits in grocery stores: Beverage-specific effects on prices, consumption, and traffic fatalities. AAWE Working Paper No. 95.
Rickard, B.J., T.J. Richards, and J. Yan. Fees versus royalties: Optimal licensing contracts for patented fruit varieties.
Perla, J.M., B.J. Rickard, and T.M. Schmit. Do restaurants cater to locapours? Using Zagat survey data to examine factors that influence wine list selections.
Rickard, B.J. The political economy of guest worker programs in agriculture: An extension of the Grossman-Helpman model.