The EU used the Uruguay Round’s obligations for greater disciplines to transition EU agriculture away from the previous policy of higher internal prices supported via border measures. Internal prices remained elevated but have been justified based on emphasizing higher value/value-added benefits to buyers. For example, the emphasis in recent years has been on geographical indicators (GI’s) as a mark of higher quality and thus justifiable higher prices. Now the Farm to Fork strategy under the European Green Deal seeks to monetize a greater environmental efficacy. Whether that works or not is unclear but what is apparent is the lack of a comparable U.S. strategy to address a changing competitive environment. While the U.S. has fo...