Picture of                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Jill E. Hobbs

Jill E. Hobbs Professor

3E68 - Agriculture Building

Research Area(s)

  • Economics of food safety
  • Quality and traceability
  • Supply chain relationships in the agri-food sector
  • Consumer behaviour

Brief Biography

Dr. Jill E. Hobbs is a Professor in the Department of Agricultural and Resource Economics at the University of Saskatchewan. Her research interests encompass food policy, supply chain economics and consumer behaviour in agri-food markets. Dr. Hobbs is presently a co-editor of the Canadian Journal of Agricultural Economics and holds an Honorary Chair in the School of Management and Business at Aberystwyth University, UK


Agricultural and Resource Economics

Other Affiliations/positions

Associate Faculty Member, Johnson-Shoyama Graduate School of Public Policy, University of Saskatchewan. 
Honorary Chair, School of Business and Management, Aberystwyth University, UK (2014-2019)
Fellow of Food Policy, Institute for the Advanced Study of Food and Agricultural Policy, University of Guelph

Research Interests

My research interests include food policy, supply chain economics and consumer behaviour in agri-food markets. This has led to research examining a variety of issues including the economics of food safety, quality assurance and traceability, public and private standards and international trade, the policy environment for functional foods in Canada and internationally, transaction costs and institutional adaptation in agri-food supply chains, and consumer responses to new agricultural and food technologies.

Areas of Specialization

  • Supply chain relationships in the agri-food sector
  • Consumer behaviour
  • Food policy
  • Economics of food safety, quality and traceability


  • Ph.D. (Agricultural Economics), University of Aberdeen, UK
  • M.A. (Economics), University of Calgary
  • B.Sc. (Economics), Aberystwyth University, UK

Selected Publications

Ochieng’, B. and J.E. Hobbs. 2016. Incentives for Cattle Producers to Adopt an E. coli Vaccine: An Application of Best-Worst Scaling. Food Policy 59: 78-87 DOI: 10.1016/j.foodpol.2015.12.004 

Lassoued, R., J.E. Hobbs, E.T. Micheels and D.D. Zhang. 2015. Consumer Trust in Chicken Brands: A Structural Equation Model. 2015 Canadian Journal of Agricultural Economics 63 (4):621-647.

Ugochukwu, A., J.E. Hobbs, P.W.B. Phillips and R. Gray. 2015. An Economic Analysis of Private Incentives to Adopt DNA Barcoding Technology for Fish Species Authentication in Canada. Genome 58:559-567. . http://dx.doi.org/10.1139/gen-2015-0033 

Lassoued, R. and J.E. Hobbs. 2015. Consumer Confidence in Credence Attributes: The Role of Brand Trust. Food Policy 52 (April): 99-107. http://dx.doi.org/10.1016/j.foodpol.2014.12.003 

Hobbs, J.E., S. Malla, E.K. Sogah and M.T. Yeung. 2014. Regulating Health Foods: Policy Challenges and Consumer Conundrums. Cheltenham: Edward Elgar Publishing Ltd., 266pp


  • ARE 840.3 Economics of Agri-Food Marketing (formerly BPBE 840.3)
  • ARE 440.3 Agricultural Marketing Systems (formerly BPBE 440.3)
  • ARE 990 Graduate Seminar Series (formerly BPBE 990)