Consumer behaviour and preferences – on both sides of the Atlantic – play a huge part in the US-EU trade relationship. A trade deficit often reflects differences in production costs and product quality. This suggests that American consumers generally prefer European products over domestic alternatives, while European consumers favour their own products over American ones. The result is a trade deficit in favour of the EU. One major contributing factor, particularly in food exports to the EU, is the bloc’s stringent regulations on agriculture, which the US has repeatedly challenged. These include rules on hygiene and pesticides (known as sanitary and phytosanitary standards, SPS) and geographical indications (GIs). Longstanding and unresolved trade disputes involving agricultural products have limited US exports to the EU, particularly in beef, poultry, and dairy products.

I prefer European imports, whenever possible, but it’s rare, being in a food desert.