Alba J. Collart

  • Department of Agricultural Economics


Dr. Collart is an agricultural economist with research and Extension experience in food marketing, consumer behavior, experimental and behavioral economics, and policy issues primarily related to the horticultural industry. On the marketing side, her work has analyzed topics such as consumer response to ambiguous labeling claims, consumer response to point-of-purchase advertising for local brands, the influence of consumer health concerns on direct-from-producer purchases, consumer food waste in the United States, and the potential of blockchain technology to transform fresh produce supply chains. On the policy side, she has worked on detangling the implications of the 2014 Farm Bill and the Food Safety Modernization Act for the U.S. specialty crop industry, and on eliciting public opinion for USDA expenditures.


On blockchain adoption
Collart, A.J. and E. Canales. 2020. How Might Broad Adoption of Blockchain-Based Traceability Impact the U.S. Fresh Produce Supply Chain? Applied Economic Perspectives and Policy (Forthcoming).

On consumer behavior
Collart, A. J., S. L. Meyers, and J. K. Ward. 2019. Consumer perception of skinning injury in sweetpotatoes and implications for marketability: An experimental auction. HortTechnology 29(4):468-475.

Collart, A. J. and M. G. Interis. 2018. Consumer imperfect information in the market for expired and nearly expired foods and implications for reducing food waste. Sustainability 10(11), 3835.

Thapaliya, S., M. Interis, A.J. Collart, L.M. Walters, and K. L. Morgan. 2017. Are consumer health concerns influencing direct-from-producer purchasing decisions? Journal of Agricultural and Applied Economics 49(2): 211-231.

Petrolia, D.R., A.J. Collart, and L. Yehouenou. 2016. Consumer preferences for Delacata catfish: A choice experiment with tasting. Journal of Food Distribution Research 47(3): 84-100.

Palma, M.A., A.J. Collart, and C.J. Chammoun. 2015. Information asymmetry in consumer perceptions of quality-differentiated food products. The Journal of Consumer Affairs 49(3):596-612.

Collart, A.J., M.A. Palma, and C.E. Carpio. 2013. Consumer response to point of purchase advertising for local brands. Journal of Agricultural and Applied Economics 45(2):1-14.

Palma, M., C.R. Hall, and A. Collart. 2011. Repeat buying behavior for ornamental plants: A consumer profile. Journal of Food Distribution Research 42(2):67-77. 

Collart, A.J., M.A. Palma, and C.R. Hall. 2010. Branding awareness and willingness-to-pay associated with the Texas SuperstarTM and Earth-KindTM brands in Texas. HortScience 45(8):1226-1231.

On policy issues
Collart, A. J. 2016. The Food Safety Modernization Act and the marketing of fresh produce. Choices 31(1):1-7.

Collart, A.J. and K. Coble. 2014. Highlights of the Agricultural Act of 2014 for specialty crops. 


Dr. Collart’s perhaps most relevant ongoing research relates to the adoption of blockchain technology in the U.S. fresh produce supply chain and to understanding changes in consumer behavior. Applications of blockchain to farm-to-fork traceability systems are growing. In a forthcoming article, Collart and her co-author review how broad adoption of the technology might help address major challenges faced by the U.S. fresh produce industry. These challenges include food safety, food fraud, food loss and waste, and the general need for better traceability systems. They discuss whether blockchain technologies might play a role in enhancing the resilience of the produce supply chain before a pandemic or other supply chain disrupting event and highlight important limitations and challenges of the technology that stakeholders might consider going forward.

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