1. Agricultural Economics and Rural Policy Group Wageningen University Wageningen The Netherlands
2. Marketing and Consumer Behaviour Group Wageningen University Wageningen The Netherlands
3. Department of Finance and MSCM Maastricht University Maastricht The Netherlands
4. Office for Futures and Options Research University of Illinois at Urbana‐Champaign Urbana Illinois USA
5. Department of Agricultural Economics and Rural Sociology University of Idaho Moscow Idaho USA