Prof. Mike von Massow is featured in stories in the Toronto Star and the National Post on how Hurricane Irma will affect the price of citrus fruit. The massive storm decimated 70 to 100 per cent of the orange crops in southwestern Florida. An expert in supply chain management and sustainability, the professor in the Department of Food, Agricultural and Resource Economics says that loss will lead to price increases. Von Massow estimates the price hike will be more than five per cent, but says this increase will likely happen gradually. He explains that companies won’t want to increase prices too much at once: after consumers switch to alternatives, it’s hard to bring them back. Depending on the extent of the damage, von Massow says, prices could remain high well beyond one season if farmers have to replant trees.