Wine 2030 Researcher
Dr Wendy Umberger

Current position

Lecturer

Academic and Industry Interests

Dr. Wendy Umberger joined the University of Adelaide in August 2006. Her current research focuses on the economics of traceability, transparency, and assurance systems in food value chains and measuring economic values for quality and credence attributes in food and food value chains. Prior to joining the University of Adelaide, she was an Associate and Assistant Professor in the Department of Agricultural and Resource Economics at Colorado State University (CSU) located in Fort Collins, CO USA. While at CSU she conducted research and published numerous articles on value-chain issues related to red meat country-of-origin labelling and livestock traceback systems. She also worked closely with the U.S. beef industry to develop consumer-focused beef value chains. In 2007, Wendy was awarded with the American Agricultural Economics Association's highest honour for a group outreach and research project she led titled 'Livestock Traceability Systems: Risk Management and Market Opportunities'.

Qualifications

Ph.D. 2001, Agricultural Economics, University of Nebraska-Lincoln
M.S. 1998, Economics, South Dakota State University
B.S. 1996, Animal Science, South Dakota State University

Awards

• 2008, Value Chain Project Development Team Nominated Position by the South Australia Department of the Premier and Cabinet
• 2007, AAEA Outstanding Group Extension Award (Project Coordinator)
• 2007, Invited to serve on the USDA GAO Experts Panel on the National Animal ID Systems (NAIS)
• 2006, Outstanding Extension Program Award, Western Agricultural Economics Association
• 2005, USDA, Agricultural Marketing Service, Fellowship (Competitive award; May/June 2005, Washington D.C.)
• 2005, Outstanding Extension Program Award (Program Leader), Western Agricultural Economics Association, San Francisco, CA.
• 2005, Elected to Colorado State University's Gamma Sigma Delta, Fort Collins, CO. 
• 2004, Western Regional Epsilon Sigma Phi Outstanding Extension Team Award, Fort Collins, CO.
• 2003, Colorado State University Extension and Epsilon Sigma Phi State Outstanding Extension Team Award
• 2002, 2003 and 2004, Colorado State University Agribusiness Association Faculty Appreciation Award
• 2002, 2003, Colorado State University International Programs Faculty Appreciation Award.

Societal Memberships

• American Agricultural Economics Association, member 1998-present 
• Australian Agricultural Economics Association, member 2004-present 
• International Association of Agricultural Economics, member 2006-present 
• International Agribusiness Management Association, member 2000 to present 
• Southern Agricultural Economics Association, member, 1998 to present 
• Western Agricultural Economics Association, member, 1997 to present 
• Western Extension Marketing Committee Member (WEMC), 2002 to present 
• W-1177 (Enhancing the Competitiveness of U.S. Meats) Member, 2002-present.

Current Research

Wendy is currently involved in 2 wine-related research projects:

• Sustainable Value Chain Analysis: A Case Study of South Australian Wine
  This project involves a partnership that developed as part of an Adelaide Thinker-in-Residence (ATiR) initiative. In addition to researchers from the University of Adelaide (Professor Randy Stringer and Wendy), Yalumba Wine Company, TARAC Technologies, AMCOR Fibre Packaging, University of South Australia, Zero Waste South Australia, PIRSA and DTED are key partners. The project aims to demonstrate the benefits of value chain analysis as a tool for improving sustainable value chain management, acting as catalyst for change in South Australia's wine industry and a mechanism to better align South Australia's wine value chains with consumer preferences in the UK, one of South Australia's most important export markets. Wendy and Randy are focusing on the economics of carbon labelling programs with Yalumba's Dr. Cecil Camilleri.
• An Examination of Consumers' Perceptions of Various Wine Product and Health Related Labelling Policies
  This study explore how labelling health claims (positive such as functional food claims, low alcohol and low carbohydrate and negative such as government alcohol warning statements), nutritional labelling and standard drink statements influence consumers' attitudes, consumption and purchasing behaviour of wine. The relative importance of this information would be compared to standard non-health related claims such as geographical origin and variety. The research will allow us to segment consumer markets to determine what characteristics (such as consumption status and frequency, knowledge, demographic and psychographic information) help explain consumers' attitudes, purchases and consumption. The research will provide insight on how various types of information and policies affect wine consumption of Australian populations including potentially 'at risk' populations.

Contact Details

Dr Wendy Umberger