brochure - Agra CEAS Consulting

A Global Trade Game Changer 

Opportunities and Challenges of a US and EU Transatlantic 

Trade and Investment Partnership Agreement (TTIP) 

A Special Multi-Client Study 

With Implications for the Global Agriculture and Food Sectors 

May 2013 

Informa Economics, Inc. and Agra CEAS Consulting Ltd. are pleased to announce an 

important new multi-client study on the potential gains for the US and EU from a TTIP 

Agreement. The study will draw on our US and EU team of trade and commodity experts 

to examine the trade opportunities and challenges that would occur for the major 

agricultural and food sectors from tariffs being reduced to zero and 

sanitary/phytosanitary and other non-tariff barriers being either reduced or eliminated. 

Introduction 

The US and the EU account for nearly half of world GDP and 30 percent of world trade. Goods and 

services worth $2.7 billion/€2.0 billion are traded daily between the two countries, promoting 

economic growth and supporting millions of jobs in both economies. In addition, the US and the 

EU have directly invested more than $3.7 trillion/€2.8 trillion on both sides of the Atlantic. 

• Over the last twenty years, EU exports to the US have registered larger gains than US exports 

to the EU. 

o US agricultural product exports (including fish and forest products) to the EU increased 

from $9.7 billion in 1992 to $12.1 billion in 2012 while EU exports to the US expanded 

from $5.7 billion in 1992 to $17.8 billion in 2012. 

• Top US exports to the EU in 2012 included soybeans, almonds and wine.

US and EU Transatlantic Trade Multi-Client Study 2 

• EU exports to the US are mostly consumer oriented products with beverages and snacks 

accounting for about two-thirds of all exports. 

• While the US and EU are major agricultural trade partners, there is ample opportunity for both 

to increase their respective share of trade as illustrated below. 

The potential has not been realized in great part because trade has been significantly limited by 

tariffs and non-tariff barriers. Thus, this free trade agreement can be a “game changer” for global 

trade! Furthermore, the current slow economic growth in both the US and EU could be the driver 

for compromise. 

Some Facts Outlining the Opportunities and Challenges 

• Using WTO tariff profiles, the average final destination duty for agricultural products entering 

the US is 4.9 percent ad valorem and the EU average is 13.8 percent. 

• The US and EU each have relatively high tariffs for dairy products, sugars and confectionery, 

and beverages and tobacco. The EU also has relatively high applied tariffs for meat products 

and cereals. 

• Tariff rate quotas affect 4.5 percent of the US agricultural tariff lines and 2.9 percent have 

special safeguard measures in effect. In comparison, tariff rate quotas affect 11.3 percent of 

EU agricultural tariff lines and 23.9 percent have special safeguard measures in effect. 

• The EU imports $16.7 billion in grains and oilseeds, of which only 14.5 percent is from the US 

($2.4 billion). 

• Sanitary and phytosanitary (SPS) standards and non-tariff barriers are major concerns for trade 

and will be central to the negotiations, especially for the US Some of these include: 

EU has a trade restriction that prohibits the import of beef produced using hormone 

implants 

US restricts beef imports from the EU due to BSE concerns 

The EU biotech approval process is sluggish, in comparison to the US, which slows imports 

from the US


EU restricts imports of US poultry processed with certain pathogen treatments or pork that 

is not ractopamine free 

The Renewable Energy Directive allows the EU’s sustainability objectives to serve as de 

facto trade barriers against US biofuels producers 

Difficulties created for EU cheese exports to the US (caused by the US Dairy Import 

Assessment and by the Grade A Pasteurized Milk Ordinance) limits trade 

The TTIP can have a tremendous impact across many sectors of the agriculture-food supply chain 

and will create winners and losers on both sides of the Atlantic. A critical success factor to 

become “a ‘winner” is to plan ahead and have the critical facts ready ahead of trade 

negotiations. Planning along with fact-based analytics allows industry groups/companies and 

other stakeholders to: (a) understand the specific issues; (b) quantify the relative impacts; (c) 

develop industry/company positions and action plans; (d) influence the outcome of negotiations; 

and (e) develop a plan for future opportunities or threats. 

Approach and Scope of Work 

The objective of this study is to assess the opportunities and threats for US and EU agriculture and 

food trade. The study will focus on evaluating two broad alternatives, including: 

• Reducing import tariffs to zero; and 

Includes establishing or increasing import quotas with zero tariffs 

• Easing or eliminating sanitary and phytosanitary and other non-tariff barriers. 

Input will be derived from Informa’s understanding of the agricultural and food sectors of 

both economies as well as from targeted industry interviews. 

Informa will use an analytical framework that includes delving deeply into specific sectors of 

interest and then applying quantitative analyses, market and business logic and industry insights 

to quantify impacts in each major sector and provide a realistic picture of future opportunities and 

threats. This process is described below: 

• Establish baseline trade pattern forecasts based on 2012 actual supply, domestic use and trade 

for the targeted agricultural sectors; and 

• Examine the US and EU trade matrixes for the targeted sectors to: (1) evaluate whether US 

and EU exports will become more competitive relative to other exporters and (2) estimate the 

incremental share (if any) the US or EU can gain through TTIP and the target sectors. 

These estimates will be based on: 

• Analyses of how US and EU import tariffs will change relative to other trade competitors 

• Reviews of existing non-tariff barriers that limit US/EU trade 

• Analyses of US and EU baseline supply, demand and trade to 2012 and outlook for 2020 

• Quantitative and qualitative analysis of the market dynamics of each targeted sector. 

Trade between countries is a function of factors including relative competitiveness, tariffs, 

logistics and other factors; these will be examined to estimate potential trade changes.


The study will target the following agricultural sectors: 

• Oilseeds and Products (soybeans, 

• Milk and Dairy Products 

rapeseed, sunflower seed and 

• Biofuels (ethanol and biodiesel) 

respective oils and meals) 

• Sugar 

• Grains (wheat, corn, barley and rice) 

• Wine 

• Meats (beef, pork, poultry) 

Note this list of sectors ultimately will be tailored to the common interest of all subscribers; thus 

those who sign up before the Pre-Study Web-Based Seminar and Conference can influence the 

scope of the study. The overall scope will be limited to 5 to 6 sectors (e.g., grains) and 10 – 12 

specific commodities (e.g., beef or soybeans). 

I. Background 

Study Outline 

• Describe the historical trade patterns between the United States and the European Union in 

terms of exports and imports 

• Identify the overall approach and top priorities of the US and EU in the negotiations and the 

challenges that will be faced in completing an agreement 

• Explain the importance of the non-agricultural EU contingencies on issues such as animal 

welfare, sustainable development and biotechnology 

II. EU and US Agricultural Product Supply/Demand Baselines, Historical and 

Forecast to 2020 

This section will develop baseline supply/demand balances and projections through 2020 for the 

targeted sectors and commodities. The project team will leverage its ongoing supply/demand 

forecasting work to develop these baselines. 

• Develop EU and US baseline balance tables and trade matrices for the target 

sector/commodities 

When needed, export value (i.e., instead of volume) will be developed and will be forecast 

for sectors/commodities where volume is not a good indicator (e.g., wine) 

• Examine critical developments that will occur through 2020 and their implications for the 

baselines; this would include: 

EU CAP Reform 

EU Biofuel Mandates 

US Farm Bill and Biofuel Policies 

Population and Income Growth


The above baselines will be used in Chapters III and IV to compare potential gains in exports to 

2020 by removing tariffs and eliminating non-tariff barriers to determine if these gains are realistic 

or restructuring of production may be needed to take advantage of increased market access. 

III. Impact of Zero Tariffs and Duty Free Quotas with Sizable Quantities 

The objective of Section III is to assess the impacts of market liberalization in terms of tariffs under 

TTIP on US and EU agricultural product exports indicating potential market opportunities and 

threats. 

• Describe current tariff/quote trade structure for the targeted sectors 

• Identify gains in relative export competitiveness if tariffs are reduced to zero. Current US and 

EU tariffs and import quotas for the targeted sectors will be identified, reviewed and 

compared to those of major export competitors 

• Overall export gains will be analyzed on the assumption that EU and US tariffs are reduced to 

zero and import quotas are duty free and set at levels resulting in meaningful gains in exports 

• The potential export gains forecast to 2020 from zero tariffs will then be compared to the 

baseline analyses in Part II to determine if these gains are viable 

• Provide comments/insights as to how tariffs may be reduced; that is, for certain commodities 

there may a structure to phased out tariffs over an extended period or a specific quota system 

for the US (e.g., beef) or the EU (e.g., sugar) 

IV. Impact of Relaxing or Eliminating Non-Tariff Barriers 

The objective is to evaluate and measure EU and US potential trade changes that result from 

changes to sanitary and phytosanitary and other non-tariff barriers which are particularly critical 

for food trade. Non-tariff barriers within food and agriculture are expected to be a very 

contentious part of the negotiation period and it is challenging to predict the ultimate outcome as 

non-economic factors including domestic farm politics or consumer perceptions will play a major 

role as, for example, these factors did during the NAFTA negotiations. Thus, the analytical 

framework will involve two approaches including a scenario/sensitivity analysis. 

First: Non-Tariff Barriers are Eliminated or Phased Out 

• Although it is very unlikely that this would happen for all targeted sectors, the results will give 

a perspective on how important these non-tariff barriers are in terms of the impact to the EU 

and US trade 

• In some instances the impacts of eliminating these barriers can be derived by analyst 

judgments looking at historical trends and how these trends may have changed when the nontariff 

barriers were instituted


Second: Alternative Scenarios to Reflect Potential Outcomes for Each Sector/Commodity 

• For each relevant target sector or commodity, the project will develop a set of “likely or 

realistic” views regarding non-tariff barriers. The view will be derived from conversations with 

industry and/or those involved in trade negotiations and from Informa on-going analysis and 

knowledge about trade policies, a sector’s influence on domestic farm, approaches used by the 

EU and US in past trade negotiations, consumer perceptions and other factors that can shape 

the final outcome. 

• When relevant, the influence of non-agricultural interest groups promoting non-tariff barriers 

and potentially having a place to influence trade policy will be examined. 

This two-step approach would provide a fuller picture and help reflect and isolate the different 

dynamics that non-tariff barriers have on each individual sector or commodity. 

V. Key Findings and Strategic Considerations for Targeted Sectors/Commodities 

This section combines the results and findings from the tariffs and non-tariff barriers analyses 

(Parts III and IV) and develops a combined trade impact summary for each targeted 

sector/commodity that outlines issues including: 

• Potential trade volume/value changes; baseline estimate and alternative scenarios 

• Key issues that will influence trade negotiations 

• Major constraints that may limit elimination of tariffs and non-tariff barriers 

• Identification of opportunities and threats; including potential structural changes to take 

advantage of new relative competitive position. 

Study Deliverables 

Pre-Study Web-Based Seminar and Conference 

A web-based pre-study seminar of participating clients and Informa staff will be held to review the 

study scope and identify particular areas and issues that need special attention. A representative 

from the EU Commission and the U.S. government will lay out a framework for the webinar 

discussion along with the study team. 

Comprehensive Study Report and Presentation Materials 

All participating clients will receive A Global Trade Game Changer Opportunities and Challenges 

of a US and EU Transatlantic Trade and Investment Partnership Agreement study report and 

presentations materials used. All materials will be available electronically. 

Post-Study Web-Based Seminar 

A concluding group seminar will be held for all clients to participate with study staff and 

consultants to review the findings and implications.


Final Report Presentation at Clients' Offices - Optional 

Informa staff is also available to present the final report and conduct in-house seminars to a client 

upon request. Presentations will be made for a flat fee of $2,000 (€1,600) plus related travel 

expenses. 

Project Schedule 

May/June 2013 Study begins 

June 2013 

Study Conference Kickoff 

August 2013 

Study completed – final report sent to clients 

September 2013 Client seminar to review report and Individual 

presentations at client offices 

(Dates are provisional and will be finalized based on timing of sign-ups) 

Study Fees 

The fees for the study are $14,500 (€11,500) for Informa Economics/Agra CEAS clients and 

$16,500 (€13,000) for non-clients. The above fees include the pre-study web-based conference 

and the client group review seminar. Presentations at client's offices by Informa staff are optional 

with a separate fee as noted above. Informa will bill half of the study fee at sign-up and half at 

project conclusion. 

Who Should Subscribe to This Study 

The issues covered in this study apply to a wide range of agriculture, food, and biofuel industries, 

including: 

• Agricultural Commodity/Livestock 

Groups 

• Agricultural Trade Associations 

• Agricultural and Food Companies 

• US and EU Government Agencies 

• State and Local Governments 

Study Staff and Review Team 

• Biofuel Producers/Exporters 

• Input Suppliers 

• Financial Institutions 

• Lobby Groups 

• Transportation and Logistics 

…and many more 

Informa Economics is headquartered in Memphis, TN with offices in Washington, D.C. and Agra 

CEAS (“Informa”) with offices in London and Brussels, will work on this study. Both are sister 

companies under the Informa plc and Informa Economics Group umbrella. Informa is a world 

leader in broad-based agribusiness, energy and transportation consulting and commodity market 

analysis. Both firms are extensively qualified to conduct the market evaluation as they bring 

extensive experience working with agribusiness, trade associations and governments around the 

globe along the agriculture, food, energy, and transportation value chains.


Informa has assembled a special team of highly qualified individuals to conduct this evaluation. 

The project leader is Mr. Joe Somers, Director of Washington Consulting. He will be supported by 

a uniquely well-qualified team of experts including Juan Sacoto, Senior Vice President and Head of 

Informa’s Consulting practice; Conrad Caspari, Managing Director of Agra CEAS and Dr. Maria 

Christodoulou, Director of Agra CEAS’ Brussels office; Michael McConnell, Senior Consultant, Riley 

Higby, Consultant, and Callie McAdams, Consultant. Dr. Bruce A. Scherr, Chairman of the Board 

and Chief Executive Officer and Tom Scott, President and Chief Operating Officer will serve as 

overall project reviewers. Informa will draw on its full team of professionals as required to 

accomplish this project. Individual biographies for each team member and a description of 

Informa and Agra CEAS are included after the enrolment form.


ENROLLMENT FORM 

Yes, I want to receive the special multi-client study, entitled “A Global Trade Game 

Changer Opportunities and Challenges of a US and EU Transatlantic Trade and 

Investment Partnership Agreement (TTIP)” The cost of the study: 

For clients $14,500 (€11,500 in EU) 

For non-clients $16,500 (€13,000 in EU) 

Return Form to Informa Economics via fax to (703) 893-1065 or (901) 766-8158 or scan and email 

or 

Return to Agra CEAS via Fax to +44 (0) 1233 813309 or scan and email 

 

Please have someone contact me to provide further information. 

Name: 

Signature: 

Title: 

Company: 

Street Address: 

City, State, ZIP: 

Telephone: 

Fax: 

E-mail Address: 

Please note this is a multi-client study and is intended only for internal use of client subscribers and 

not for public distribution. 

Please feel free to contact us with questions: 

Conrad Caspari 

Managing Director 

Agra CEAS Consulting Ltd. 

Centre for Energy and Agri-food Studies 

The Brand Building, Briar Close, Wye 

Kent TN25 5HB, UK 

Phone: +44 (0) 1233 812181 

Email: conrad.caspari@ceasc.com 

Joseph F. Somers 

Director of Washington Consulting 

Informa Economics, Inc. 

6862 Elm Street, Suite 210 

McLean, VA 22101 

Phone: 703-891-6307 

Email: joe.somers@informaecon.com


Project Team Biographies 

Bruce A. Scherr, Chairman of the Board and Chief Executive Officer. Dr. Scherr has been with 

Informa Economics, Inc. (formerly Sparks Companies, Inc.) since 1987 in several executive 

capacities including President and CEO. In addition, he was an Advisor for Metalmark Capital LLC, a 

private equity fund. Formerly he was president of Sparks, Jacobs, Scherr, Inc. (SJS), a sister 

company to Sparks, and president of Agri-Commodities, Inc., an agriculture consulting firm based 

in Andover, Massachusetts, which was acquired by SJS. Prior to forming Agri-Commodities, Dr. 

Scherr was a divisional vice president at Data Resources, Inc., where he developed and utilized for 

the public and private sectors the first commercially available econometric model for US 

agriculture. Dr. Scherr received his bachelor's degree from Rutgers University and his master’s 

degree and doctorate from Purdue University, all in agricultural economics. Currently, he is a 

member of the Board of Trustees of the North American Electric Reliability Corporation; E. Ritter & 

Company; Santa Energy Company; and Chairman of the Board of Legumex Walker, Inc. In addition, 

he served as a member of the Global Strategy Institute Advisory Council of the Center for Strategic 

and International Studies; as a member of the Board of Directors for Desert STAR Inc., an electrical 

transmission Independent System Operator for the Desert Southwest from January 2000 through 

February 2002; and as a member of The University of Tennessee’s (UT) Institute of Agriculture 

Agricultural Development Board and UT’s Committee for the Future. He was named a 2007 

Distinguished Agriculture Alumni from Purdue University and he is a member of several honorary 

research and agricultural societies, a member of the National FFA Foundation Sponsors’ Board 

2000 through 2001 and a former advisor to the President's Council of Economic Advisers and 

National Aeronautics and Space Administration. 

Thomas P. Scott, President and Chief Operating Officer. Mr. Scott has been with Informa since 

1989. Mr. Scott's specialized work has included business strategy, agribusiness economic 

development, feasibility and site selection work, as well as various market analyses. In addition to 

his work in North America, Mr. Scott has extensive experience in the agribusiness sectors of 

Central Europe, Southeast Asia and South America. He has been involved in many training 

programs developed and delivered by Informa Economics. Prior to joining the company, he had 

various assignments in management, trading, logistics and merchandising with Continental Grain 

Company. He received his bachelor's degree in agricultural economics and business from Cornell 

University and a master's degree in business administration from the Amos Tuck School of 

Business Administration at Dartmouth College where he was an Amos Tuck Scholar. 

Juan E. Sacoto, Senior Vice President. With Informa Economics since 1997, Mr. Sacoto is the 

Leader of Informa’s Project Consulting Group. Mr. Sacoto has extensive experience in a wide range 

of management consulting services across most segments of the global agricultural and food 

supply chain and related supply chains such as renewable fuels and logistics, among others. Mr. 

Sacoto’s experience and on-work often involves business strategy, risk management, market 

research, feasibility evaluation, financial and competitive analyses, economic modeling and 

forecasting, economic development, economic impact, merger and acquisition (M&A) duediligence 

work, and related management consulting work. Mr. Sacoto has knowledge and 

experience analyzing many segments of the agriculture and food supply chain including: fertilizer


production, seed, farm equipment manufacturing, crop and livestock production economics, sugar 

refining, grain storage and merchandising, grain and oilseed processing, sugar manufacturing, 

meat processing, vegetable oils, aquaculture, farmland economics, animal rendering, ethanol and 

biodiesel, pet food manufacturing, transportation infrastructure, and food consumption, among 

others. He also has extensive practical experience evaluating agribusinesses across several regions, 

including the US, Canada, Mexico, Brazil, Argentina, the EU, Mexico, China, Japan, Korea, Ukraine, 

Russia, and Southeast Africa. He is fluent in Spanish and has broad cross-cultural training. Prior to 

joining the company, he worked as a financial and equity analyst. He received his bachelor's 

degree in finance from Jacksonville State University and his master's in international business 

administration from The University of Memphis. 

Conrad Caspari, Managing Director of Agra CEAS. Mr. Caspari is based in London, and has 

Master’s degree in Philosophy, Politics and Economics and in Agricultural Economics from Oxford 

University. He worked for the Food and Drink Industries Council and the Economist Intelligence 

Unit in London before joining the company in 1986. Over the years, he has gained considerable 

experience in the operation of agricultural policies and commodity markets (grains and oilseeds, 

bioenergy, meat and dairy products, wine, spirits etc.) as well as on regulatory issues in the 

livestock and plant sectors and related animal health and welfare, plant health, market and trade 

issues. He has directed well over 500 projects both in the EU-27 and worldwide for both the agribusiness 

sector (business impact assessments and due diligence work) as well as for national and 

international institutions (WTO, World Animal Health Organisation (OIE), European Commission, 

European Parliament). He has extensive experience of analysing projects in the food chain, most 

notably conducting some 25 policy impact assessments and evaluations under a framework 

contract with the European Commission’s Directorate General for Consumers and Health). Conrad 

is fluent in English, German, French, Spanish and Portuguese. 

Dr. Maria Christodoulou, Director of Agra CEAS, Brussels. After graduating in Economics from 

the University of Athens, Greece, Maria completed a Masters and a Doctorate in Agricultural 

Economics at the University of Reading, UK, and a training period within the European 

Commission's DG Agriculture. Since joining Agra CEAS Brussels in 1992, Maria has worked on an 

extensive range of economic, policy, and business impact studies in the agricultural and food 

sectors and has, over the years, gained specific expertise in the European agri-food marketing 

chain, food safety, animal health and welfare, and international trade issues. Maria has extensive 

experience managing studies and projects for EU institutions and international bodies (European 

Commission, European Parliament, WTO, OIE). This has included many significant evaluations and 

impact assessments in trade related policy fields for the European Commission, which were led 

by Agra CEAS, for example, the evaluation of the Community Animal Health Policy (CAHP) and 

options for the future which has led to the current EU Strategy on Animal Health, the evaluation 

of the Community plant health regime and supplementary study in support of the impact 

assessment for the forthcoming EU Plant Health Strategy, and the impact assessment of 

forthcoming EU legislation on Country-of-Origin labelling for the whole range of agricultural and 

food products. Other work conducted over the last decade has included trade related projects for 

exporters to the EU of US timber, fruit juices, and meat. She has also undertaken work on wine 

exports from the EU. Maria is fluent in English, French and Greek.


Joe F. Somers, Director of Washington Consulting. Mr. Somers is part of Informa's Project 

Consulting Group and is responsible for economic analyses and agricultural policy consultancy 

work in Informa's Washington, D.C., office. He brought to Informa more than 26 years' experience 

with USDA's Foreign Agricultural Service (FAS) as a Foreign Service officer and has been a member 

of Informa's staff since 2002. While at FAS, he served in Brazil and Argentina and traveled on 

official USDA fact-finding trips. In Washington, D.C., he supervised and conducted world 

supply/demand and trade policy analyses for a wide range of commodities and managed 

publication of several analytic circulars. He also was director of research and marketing for the GIC 

Group, Alexandria, Virginia, where he was responsible for business development and economic 

and market analyses. He received his bachelor's degree in political science from Northeastern 

University, Boston, and master's in agricultural economics from the University of Massachusetts, 

Amherst. 

Dr. Edward Oliver, Senior Consultant. Dr. Oliver has a Ph.D. in Agricultural Economics and 

Business Management from Imperial College London and an M.Sc. in Farm and Rural Business 

Management from the University of Aberdeen, in addition to numerous other agricultural, 

economics and business qualifications (PG Dip., BSc and HND). Edward specializes in evaluating 

investment opportunities and assessing the economic and business impact of changes in policy 

and markets for multinational corporations and institutional clients. He works extensively on 

research, analysis and due diligence projects for clients in all areas of the livestock (meat and milk 

and dairy products), arable (sugar, grains, oilseeds and proteins) and bioenergy (biofuels, biomass 

and biogas) supply chains. Recently, he has been working with a number of asset managers 

providing advice and due diligence on agricultural and bioenergy value chain investment 

opportunities throughout the world, including the world's largest diversified global farmland fund. 

Edward has a long track record working with a number of Universities providing distance learning 

education to students worldwide at MBA and MSc level on a range of economics, business 

management and agricultural programmes. 

Clifford Biggs, Consultant at Agra CEAS Consulting. Based at the Centre for Energy and Agri-food 

Studies in the UK Mr. Biggs is an economist with a BSc in Agricultural Business Management from 

Wye College (University of London) and an MSc in Applied Environmental Economics from 

Imperial College London. He has undertaken a number of market analysis and due diligence 

projects in the agricultural commodities and biofuel sectors worldwide; including work on 

feedstock and biofuel production and trade data for the European Commission DG TREN; studies 

looking at the potential for feedstock and biofuel production in several Middle East and North 

African countries for the European Investment Bank; and the potential for using wheat straw 

biomass for electricity generation in the UK. He has considerable experience of analyzing world 

biofuel, industrial and beverage alcohol (including wine), sugar, grain and oilseed markets, as well 

as evaluating and interpreting market and policy changes and the implications for commercial 

strategy and institutional clients in the biofuel feedstock and co-product sectors. Prior to joining 

Agra CEAS, Clifford worked as an economist at the International Grains Council in London.


Anne Maréchal, Consultant at Agra CEAS Consulting, Brussels. Anne holds an MSc in Agriculture, 

Food Industry and Environment from Group ESA Angers, France and a MBM in European Business 

from ESCP Europe Business School in Turin, Italy and London, UK. Anne joined Agra CEAS following 

the completion of a bluebook traineeship in DG Agriculture and Rural Development of the 

European Commission. Anne has contributed to a number of studies notably on trade and traderelated 

issues, including a study on the Comprehensive Economic and Trade Agreement between 

Canada and the EU. Over the years, Anne has developed extensive knowledge on agricultural 

policy, markets and trade. Anne has had prior consultancy experience through various academic 

projects for public and private organisations, in South Africa, Italy and the United Kingdom. Before 

joining Agra CEAS, Anne worked in the Netherlands in trading of agricultural products to EU retail 

chains. Anne is fluent in French, English and Italian. 

Dr. Dylan Bradley, Senior Consultant at Agra CEAS Consulting. Dylan has a PhD in Agricultural 

Economics from London University and joined Agra CEAS Consulting in 1997. Dylan has carried 

out numerous evaluations of agricultural policy at the regional, national and European level and in 

doing this has gained considerable knowledge of a wide range of arable, livestock and specialist 

crop sectors, including hops and wine. Dylan has also evaluated EU policy on GM food and feed 

and is therefore a specialist in the international trade implications, development and future 

direction of this important market segment. 

Michael McConnell, Senior Consultant. Mr. McConnell is a senior consultant within Informa’s 

Project Consulting Group, based out of Informa’s Washington, D.C., office, where he works with 

numerous clients, focusing on the economic effects of trade and agricultural policies on US 

agriculture and its stakeholders. McConnell also performs market research and analysis on a wide 

range of markets and commodities. Prior to joining Informa, McConnell worked at the US 

International Trade Commission (USITC) where he was the agency’s grain analyst. Before his work 

at USITC, McConnell was an agricultural economist at USDA’s Economic Research Service where he 

was an analyst for a number of commodities in the market outlook program, including livestock 

(specifically beef) and sugar. McConnell received his master’s and bachelor’s degrees in economics 

from Lehigh University in Bethlehem, Penn. 

Callie P. McAdams, Consultant: Ms. McAdams is a consultant within Informa Economics’ Project 

Consulting Group. She works at the company’s Washington, D.C., office. Her responsibilities 

include assessing agricultural policy as it relates to US producers, consumers, policymakers, and 

the food industry. She also performs research and analysis of diverse domestic and international 

agricultural matters. She has a background in a wide range of agricultural areas, including 

livestock, crops, and diversified agricultural production. Prior to joining Informa, she worked as a 

research assistant at Texas A&M University where she modeled the influence of health 

information on consumers’ willingness to pay for horticultural products. She also interned with the 

North Carolina Agricultural Extension Service, doing work on marketing and crop production. She 

received her bachelor’s degree in agricultural business management and animal science from 

North Carolina State University and her master’s degree from Texas A&M University in agricultural 

economics.


Riley Higby, Consultant. Mr. Higby is a member of Informa Economics' Project Consulting Group, 

with responsibilities for financial analysis and market research. Prior to joining Informa Economics, 

Mr. Higby was a management consultant with Lookout Ridge Consulting, formerly Salisbury 

Management Services, in its Pacific Northwest office. At Lookout Ridge Consulting, he specialized 

in consulting roles that included financial analysis, succession planning, and management 

consulting for agri-business and production agricultural operations. Mr. Higby grew up on a 

commercial cattle operation in western Idaho. He earned his bachelor's and master's degrees in 

agricultural economics with a minor in accounting at the University of Idaho. While at the 

University of Idaho, Mr. Higby was an intern with the Livestock Marketing Information Center, 

studying cow-calf economics and management information systems. Mr. Higby's graduate level 

thesis focused on an economic analysis of Pacific Northwest apple production as well as the 

impact of specific management practices. 

About Informa Economics 

Informa Economics, Inc. (Informa) is the world leader in broad-based domestic and international 

agricultural and commodity/product market research, analysis, evaluation and consulting. 

Informa serves hundreds of firms, institutions and trade organizations worldwide from our 

headquarters in Memphis, Tennessee. Informa also maintains offices in McLean VA, St Paul MN, 

Winnipeg MB (Canada), São Paulo (Informa Economics-FNP), London and Brussels (Agra CEAS) and 

Washington DC (WPA). 

Informa’s broad categories of services include: 

• Management Consulting for Agribusiness; 

• Commodity Market Analysis and Evaluation (Agriculture and Energy); 

• Risk Management Strategies; 

• Education and Training; 

• Newsletters and Other Publications; and 

• Transportation, Industrials and Energy Market Analysis. 

The company’s professional depth and experience allow us to provide a wide range of services 

related to the economic and management concerns of clients, as well as to focus on broader 

issues concerning markets, facilities, resources and many others. In addition, Informa Economics 

is a world leader in the collection, analysis, and dissemination of agriculture and food information. 

The Informa team has also has extensive experience in agricultural policy analysis, especially since 

many employees formerly held senior policy, analysis or advisory positions in government; worked 

for major trade associations; held positions in land grant universities; or held senior management 

positions in leading agribusiness companies; most hold advanced degrees in agricultural 

economics or related fields. (For more information on Informa Economics, its staff and the 

services it provides see www.informaecon.com)


About Agra CEAS 

Agra CEAS Consulting is a specialist agri-food and bioenergy consultancy that has carried out a 

broad range of assignments since its establishment in Brussels in 1973, helping both public and 

commercial sector clients to monitor, analyse, assess, evaluate and implement policies and 

business strategies specifically in the fields of agriculture, trade, environment, food and drink and 

bioenergy. 

Agra CEAS is a joint venture between Informa and Imperial College, London and these unique 

linkages enhance our ability to provide specialist and local advice and analysis by providing us with 

an approach that combines in-depth knowledge and experience with the rigour of a world class 

academic establishment operating within a commercial environment. 

More generally, Agra CEAS Consulting has a long track record working worldwide with both public 

(WTO, OIE, FAO, European Commission etc.) and commercial sector clients throughout the agrifood 

supply chain on trade related issues and their implications for the agri-food and drink sectors. 

Our work for international food and drink companies, bioenergy companies, trade associations 

and financial institutions has involved a variety of tools including forecasting, as well as policy and 

market analysis for due diligence assessments.

brochure - Agra CEAS Consulting

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