I tried to reproduce the analysis in JMP and I got exactly the same numbers as in your file's second tab. Run the saved script of the model I used and look for what differ from the model you tried in JMP.
Fit Model(
Y( :WTP ),
Effects( :Name( "Frozen/Fresh" ), :Name( "Wild/Farmed" ) ),
Keep dialog open( 1 ),
Personality( "Standard Least Squares" ),
Emphasis( Effect Leverage ),
Set Alpha Level( 0.05 ), Run
);