Dr. John Cranfield is the Associate Dean for External Relations in the Ontario Agricultural College at the University of Guelph, and a Professor in the Department of Food, Agricultural and Resource Economics. John’s training includes undergraduate and Master’s degrees in Agricultural Economics from the University of Guelph, and a Ph.D. in Agricultural Economics from Purdue University. 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). A noted expert on the economics of agri-food markets and policy, John has published widely, served as President of the Canadian Agricultural Economics Society, and appeared on an episode of TVO’s The Agenda on "Feeding the World 2050.”