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John Cranfield

Professor & Department Chair
Phone: ext. 53532
Email: jcranfie@uoguelph.ca
Office: Room 314


Food economics & marketing; innovation; anthropometric & economic history


John Cranfield is a Professor in the Department of Food, Agricultural and Resource Economics (FARE) at the University of Guelph. His research focuses on the economics of 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, and economic history. John has published over 50 articles in outlets such as the Canadian Journal of Agricultural Economics, the Journal of Development Economics, Food Quality and Preference, Appetite, Agribusiness: An International Journal, and the World Bank Economic Review. John served as President of the Canadian Agricultural Economics Society in 2012-2013, and has acted as a Guest Editor on two special issues of the Canadian Journal of Agricultural Economics. A noted expert on the economics of food, John appeared on an episode of TVO’s The Agenda on “Feeding the World 2050”, and has testified before the House of Common’s Standing Committee on Agriculture and Agri-Food, and the Canadian Senate’s Standing Committee on Agriculture and Forestry. An alumni of the University of Guelph (B.Sc.(Agr) ’93 and M.Sc. ’95) and Purdue University (Ph.D. ’99), John’s research and teaching has been recognized with an Outstanding Ph.D. Dissertation Award (awarded by American Agricultural Economics Association), Outstanding Professor in the Faculty of Agricultural and Food Science (awarded by University Teaching Services and The University of Manitoba Students' Union), a Presidential Distinguished Professor Award from the University of Guelph (2004-2006), and the 2013 OAC Distinguished Researcher Award.

Teaching Interests:

FARE*1400 Economics of the Canadian Agri-Food System FARE*6910 Applied Policy Analysis I

Select Publications:

Clarke, N., Cranfield, J., & Inwood, K. (2014). Fighting Fit? Diet, Disease, and Disability in the Canadian Expeditionary Force, 1914-1918. War & Society, 33 (2), 79-96.

Cranfield, John. 2013. “The Changing Landscape of the Canadian Food Market: Ethnicity and the Market for Ethnic Food” Canadian Journal of Agricultural Economic. 61: 1-13.

Zahoor Haq, Karl Meilke, John Cranfield. 2012. “Selection bias in a gravity model of agri-food trade?” European Review of Agricultural Economics 40(2): 331–360

Pamela Laughland, John Cranfield and David Sparling. 2012 “Innovation and Commercialization in the Canadian Bioproducts Industry.” International Journal of Biotechnology 12(3): 123-146.

John Cranfield, Spencer Henson and Jose Blandon. 2012. “The effect of attitudinal and socio-demographic factors on the likelihood of buying locally-produced food.” Agribusiness 28(2): 205-221.

Cranfield, John, Spencer Henson and Oliver Masakure. 2011. “Factors Affecting the Extent to Which Consumers Incorporate Functional Ingredients into Their Diets: A Two-Stage Approach.” Journal of Agricultural Economics 62(2): 375-392.

Oliver Masakure, John Cranfield and Spencer Henson. 2011 “Factors Affecting the Incidence and Intensity of Standards Certification Evidence from Exporting Firms in Pakistan.” Applied Economics 43(8): 901-915. DOI: 10.1080/00036840802600103

Henson, Spencer, Oliver Masakure and John Cranfield. 2011 “Do Fresh Produce Exporters in Sub-Saharan Africa Benefit from GlobalGAP Certification?” World Development 39(3): 375-386. DOI:10.1016/j.worlddev.2010.06.012

John Cranfield, Spencer Henson and James Holliday. 2010. “The Motives, Costs, Benefits and Problems of Conversion to Organic Production.” Agriculture and Human Values 27(3): 291-306. 

Deepananda Herath, John Cranfield and Spencer Henson. 2010. “Financing Innovation and Commercialization in Canada’s Functional Food and Nutraceutical Sector.” Applied Economics 42(21): 2667-2682.

Getu Hailu,John Cranfield and Rawlin Thangaraj.  2010. "Do U.S. Food Processors Respond to Sweetener Related Health Information?" Agribusiness: An International Journal 26(3) 348-368.

John Cranfield, Spencer Henson, James Northey and Oliver Masakure. 2010. “An Assessment of Consumer Preference for Fair Trade Coffee in Toronto and Vancouver.” Agribusiness: An International Journal 26(2): 307-325.

Henson, Spencer, John Cranfield and Jose Blandon. 2010. “Health Eating and its Determinants: A Rasch Model Approach.” Social Science and Medicine 70(10): 1574-1580. 

Paul Preckel, J. A. L. Cranfield and Thomas Hertel. 2010. “A Modified, Implicit, Directly Additive Demand System.” Applied Economics 42(2): 143-155. 

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.

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.

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.

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. 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.

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.

J. A. L. Cranfield and Scott Pellow. 2004. “The Role of Global versus Local Negativity in Functional Form Selection: An Application to Canadian Consumer Demands” Economic Modelling 21 (2): 345-360.

46. J. A. L. Cranfield, James Eales, Thomas Hertel and Paul Preckel. 2003. “Model Selection when Estimating and Predicting Consumer Demands using International, Cross Section Data.” Empirical Economics 28 (2): 353-364.

47. J. A. L. Cranfield, Paul Preckel, James Eales and Thomas Hertel. 2002. “Estimating Consumer Demands across the Development Spectrum: Maximum Likelihood Estimates of an Implicit Direct Additivity Model.” Journal of Development Economics 68 (2): 289-307

50. J. A. L. Cranfield. 2002. “Optimal Advertising with Traded Raw and Final Goods: The Case of Variable Proportions Technology.” Journal of Agricultural and Resource Economics 27 (1): 204-221.