The Fellow's address begins by noting several recent consumer food trends and the changing way in which we perceive value‐added. I then focus on the topic of heterogeneity in consumer behavior, reviewing contributions from the literature that enhance our ability as economists to model and measure heterogeneity. Supply chain responses to consumer heterogeneity are examined, including a discussion of information flows within supply chains and the role of certification and verification. I close with a consideration of policy implications flowing from consumer heterogeneity.

中文翻译：

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异构消费者和差异化食品市场：对食品供应链中质量信号的暗示

研究员的讲话首先指出了近期的几种消费食品趋势以及我们认为增值的变化方式。然后，我将重点讨论消费者行为中的异质性这一主题，回顾一些文献，这些文献增强了我们作为经济学家建模和衡量异质性的能力。研究了供应链对消费者异质性的响应，包括对供应链内信息流以及认证和验证的作用的讨论。最后，我考虑了来自消费者异质性的政策含义。