E. coli and Fresh Produce: Comparing Media Coverage and Market Effects in the U.S. and in Germany Vera Bitsch Technical University of Munich, Chair Economics of Horticulture and Landscaping Alte Akademie 16, 85453 Freising/Germany bitsch@tum.de Phone: +49 8161 71-2532 Fax: +49 8161 71-2530 Nevena Koković Technical University of Munich, Chair Economics of Horticulture and Landscaping Alte Akademie 16, 85453 Freising/Germany nevena.kokovic@tum.de Phone: +49 8161 71-2546 Fax: +49 8161 71-2530 Meike Rombach Technical University of Munich, Chair Economics of Horticulture and Landscaping Alte Akademie 16, 85453 Freising/Germany meike.rombach@tum.de Phone: +49 8161 71-2536 Fax: +49 8161 71-2530 Paper presented at the 24 th Annual World Forum and Symposium of the International Food and Agribusiness Management Association in Cape Town, South Africa, June 15-19, 2014 Acknowledgements The authors thank Hans-Christoph Behr of Agricultural Market Information Inc. (AMI) for generously providing the German cucumber market data, and Stefan Balling and Marianne Kreissig for contributing to data coding and analysis. Copyright 2014 by Vera Bitsch, Nevena Koković, Meike Rombach. All rights reserved. Readers may make verbatim copies of this document for non-commercial purposes, provided that this copyright notice appears on all such copies