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 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 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, Freakonomics.com, National Public Radio, The Wall Street Journal, Washington Post, and Wine Spectator.
Ph.D., University of California, Davis, 2003
M.Sc., University of Guelph, 1998
B.Comm., University of Guelph, 1996
Rickard, B.J., T.J. Richards, and J. Yan. 2013. University licensing of patents for varietal innovations in agriculture. AEM Working Paper No. 2013-19.
Balagtas, J., B. Krissoff, L. Lei, and B. Rickard. 2013. Has U.S. farm policy influenced fruit and vegetable production? Applied Economic Perspectives and Policy (forthcoming).
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 (forthcoming).
Perla, J.M., B.J. Rickard, and T.M. Schmit. 2013. Do restaurants cater to locapours? Using Zagat Survey® data to examine factors that influence wine list selections. AAWE Working Paper No. 139.
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.
Ho, S.-T., B.J. Rickard, and J. Liaukonyte. 2012. 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. 2012. Reputation tapping. AAWE Working Paper No. 119.
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.