Jordan Valley Trails Council


Americans willing to pay more.

The nagging issue with the federal government estimate, Roe says, is that total eradication of the most common factors behind food-borne illness is practically impossible because of the exorbitant cost required to achieve such a goal. And, he added, the more flexible approach to measurement proposed in this research suggests that consumers are ready to pay more than anticipated for an outcome that offers much less than total eradication of pathogens. ‘We believe what we are measuring is even more realistic, as complete eradication is a highly unlikely outcome for any policy,’ Roe said. Continue reading