Staff Profile:Professor Bruce Traill

Name:

Professor W. Bruce Traill

Job Title:

Professor of Food Economics/AFIT Director

Responsibilities:

• Course Director MSc Food Economics and Marketing
• Convenor of the School's Economics Research Group
• Chair, Rural Business Research Consortium
• Member of the academic economists panel of the Food Standards Agency
• He is Associate Editor of Agribusiness: An International Journal, and past editor of the Journal of Agricultural Economics
• Member of International Life Sciences Institute (ILSI) Expert Group: Drivers of energy-related lifestyle choices.
• Bruce Traill has had visiting appointments at Cornell, Tufts, South Pacific and Bologna Universities and has consulted for a variety of clients including FAO/WHO as leader of the independent team for evaluation of the joint food standards programme Codex Alimentarius, which has responsibility for the establishment of international standards for food safety and quality and so is central to many aspects of trade in food and agricultural products

Areas of Interest:

• Research interests centre around food choice, diet and health.
• Currently principle investigator on a major Rural Economy and Land Use (RELU)project funded by ESRC/NERC/BBSRC: Implications of a Nutrition Driven Food Policy for Land Use and the Rural Environment

Recent research projects include:

• Measures of Consumer Acceptance of and Willingness to Pay for GM Foods in the United States and European Union (funded by USDA)
• Food Risk Communication and Consumers' Trust in the Food Supply Chain (funded by EU)
• Co-Existence and Traceability, COEXTRA (funded by EU)

Research groups / Centres:

Publications:

Mazzocchi, M, Traill WB. and Shogren J. Fat Economics: Nutrition, Health and Economic Policy, (Forthcoming, Oxford University Press).

Mazzocchi M, Lobb AE and Traill WB (2007). Food scares and trust: a European study, Journal of Agricultural Economics, (in press)

Costa-Font M, Gil JM and Traill WB (2007). Consumer acceptance, valuation of and attitudes towards genetically modified food: review and implications for food policy, Food Policy (in press)

Chambers S, Lobb AE, Butler LT and Traill WB (2007). The influence of age and gender on food choice: a focus group exploration, International Journal of Consumer Studies (in press)

Vieira LM and Traill WB (2007).The role of food standards in international trade: evidence from Brazilian beef exports to the EU market, Journal of International Development 19(6), 755-764.

Mazzocchi M, Lobb AE and Traill WB. (2007).Modelling risk perception and trust in food safety information within the Theory of Planned Behaviour, Food Quality and Preference, 18, 384-395.

Chambers S, Lobb A, Butler L, Harvey K and Traill WB (2007).Local, national and imported foods: a qualitative study, Appetite, 49, 208-213.

Tiffin R, Traill WB and Mortimer S (2006).Food choice in an interdisciplinary context, Journal of Agricultural Economics 57(2), 213-220.

Schmidhuber, J and Traill W B. (2006).The Changing Structure of Diets in the EU-15 in Relation to Healthy Eating Guidelines Public Health Nutrition, 9(5), 584-595.

Traill WB, Yee WMS, Lusk J L, Jaeger S R, House LO, Morrow JL, Valli C, Moore M. (2006). Perceptions of the Risks and Benefits of GM Foods and their Influence on Willingness to Consume, Food Economics, 3, 12-19.

Lusk, J L, Traill WB,House, L O, Valli, C, Jaeger, S R, Moore, M, Morrow, B. (2006). Heterogeneity in Consumer Preferences as Impetus for Non-Tariff Barriers?Experimental Evidence of Preferences for Genetically Modified Food in the United States and European Union, Journal of Agricultural Economics 57(1), 1-21.

Traill, W B. (2006). The Rapid Rise of Supermarkets? Development Policy Review, 24(2), 163-174.

Traill WB and Mazzocchi M (2005).The economics and policy of diet and health.Food Economics, 2(3-4), 113-116.

Mazzocchi M and Traill WB (2005).Nutrition, health and economic policies in Europe, Food Economics, 2(3-4), 138-149.

Lusk J L, House L O, Valli C, Jaeger SR, Moore M, Morrow B and Traill WB, (2005).Consumer welfare effects of introducing and labeling genetically modified foods, Economics Letters, 88(3), 382-388.

Qualifications:

BSc, Glasgow; PhD, Cornell