“…One may expect the latter to exert market power and the so‐called “rocket and feather” dynamics to occur (i.e., food‐processor price increases are more fully and quickly transmitted to retail prices). According to McLaren (), the relation between retailer and industrial processor at the optimum can be specified as where is the processors’ supply function, with and , the inverse supply function of retailers, with and , and the retail price and quantity maximizing the profit, respectively (for the detailed methodology and derivation, see McLaren, ). The retail price is treated as exogenous, whereas the processor price is considered endogenous.…”