CANADA
DEAN AND PROFESSOR, ONTARIO AGRICULTURAL COLLEGE, UNIVERSITY OF GUELPH
John Cranfield’s fascination with the factors that drive consumer food choices led him to pursue a master’s and PhD degree in agricultural economics; he studied consumer demand and behaviour as well as factors of consumer choices, such as advertising and industry structure. In 2001 John returned to the University of Guelph as a faculty member after working for the University of Manitoba for two years. John served as Chair of FARE between 2014 and 2018, and now serves as Associate Dean for External Relations in the Ontario Agricultural College. John believes it is important to have an appreciation for the work involved in agriculture, especially what it takes to grow crops and raise livestock. In addition to his academic work, his own appreciation for agriculture stems his attempts to manage a large vegetable garden during the summer.
John is a noted expert on the economics of food and has been featured in over 70 television, radio and newspaper interviews. His research focuses on the economics of consumer behaviour and demand analysis at the individual, household and market level, innovation in the agri-food and biotechnology sectors, and economic history. An important aspect of his research involves understanding the factors that drive what people buy and consume, such as the influence of advertising programs. To this end, he has worked closely with commodity groups to determine the returns for generic advertising programs. The data from John’s research is often used to inform decisions in public policy and private strategy. Over the course of his career, his analysis of consumer choices and preferences has transitioned from a perspective of prices and income to involving more sophisticated models and the consideration of non-economic factors.