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bradley rickard

Bradley Rickard

Ruth and William Morgan Associate Professor

Areas of Expertise

Agricultural Economics, International Economics, Public Policy Analysis

Contact Information

450C Warren Hall • Phone: 607.255.7417

Brad Rickard is an applied economist with a primary interest in food economics and policy. Current work examines how markets for specialty crops respond to changes in nutrition and health information, food labeling practices, promotional efforts, agricultural policy reform, trade liberalization, and the introduction of new technologies. His research has been highlighted by various media outlets including Buffalo News, The Economist,, National Public Radio, The Wall Street Journal, Washington Post, and Wine Spectator. Professor Rickard also serves as an associate of the Robert Mondavi Institute Center for Wine Economics at the University of California and is a member of the editorial advisory board for the Journal of Wine Economics.


AEM 4310: Agricultural and Food Policy


Ph.D., University of California, Davis, 2003
M.Sc., University of Guelph, 1998
B.Comm., University of Guelph, 1996

Selected Publications

Rickard, B.J., T.J. Richards, and J. Yan. 2015. University licensing of patents for varietal innovations in agriculture. Agricultural Economics (forthcoming).

Wilson, N., B. Rickard, S.-T. Ho, and R. Saputo. 2015. Food waste: The role of date labels, package size, and product category. AEM Working Paper No. 2015-07.

Rickard, B.J., J.J. McCluskey, and R.W. Patterson. 2015. Reputation tapping. European Review of Agricultural Economics 42(4): 675–701.

Doerflinger, F., B. Rickard, J. Nock, and C. Watkins. 2015. An economic analysis of harvest timing to manage a physiological storage disorder in ‘Empire’ apples. Postharvest Biology and Technology 107(September): 1–8.

Rickard, B.J. 2015. On the political economy of guest worker programs in agriculture. Food Policy 52(April): 1–8.

Lusk, J.L., B.R. McFadden, and B.J. Rickard. 2015. Which biotech foods are most acceptable to the public? Biotechnology Journal 10(1): 13–16.

Fang, D., T.J. Richards, and B.J. Rickard. 2015. Optimal licensing of agricultural patents: Fees versus royalties. Journal of Agricultural and Resource Economics 40(1): 1–22.

Rickard, B.J., O. Gergaud, S.-T. Ho, and W. Hu. 2014. Trade liberalization in the presence of domestic regulations: Impacts of the proposed EU-U.S. free trade agreement on wine markets. AAWE Working Paper No. 173.

McLaughlin, E.W., H.M. Kaiser, and B.J. Rickard. 2014. Promoting fresh produce: A losing battle? Agribusiness: An International Journal 30(4): 370–384.

Richards, T.J., and B.J. Rickard. 2014. Patents as options: Path-dependency and optimal valuation strategies. European Review of Agricultural Economics 41(5): 817–841.

Ho, S.-T., B.J. Rickard, and J. Liaukonyte. 2014. Economic and nutritional implications from changes in U.S. agricultural promotion efforts. Journal of Agricultural and Applied Economics 46(4): 593–613.

Balagtas, J.V., B. Krissoff, L. Lei, and B.J. Rickard. 2014. Has U.S. farm policy influenced fruit and vegetable production? Applied Economic Perspectives and Policy 36(2): 265–286.

Perla, J.M., B.J. Rickard, and T.M. Schmit. 2014. Looking for locapours: Using Zagat Survey® data to examine restaurant demand for local wine. Agricultural and Resource Economics Review 43(1): 69–86.

Rickard, B.J., M. Costanigro, and T. Garg. 2013. Economic and social implications of regulating alcohol availability in grocery stores. Applied Economic Perspectives and Policy 35(4): 613–633.

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 29(3): 259–272.

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 64(2): 483–504.

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 22(3): 316–339.

Rickard, B.J. 2012. The economics of introducing wine into grocery stores. Contemporary Economic Policy 30(3): 382–398.

Liaukonyte, J., 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, 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, J.M., B.J. Rickard, and A.M. Okrent. 2010. Farm policy and obesity in the United States. Choices 25(3), article 138.

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.