During the summer of 1990 we asked all of the U.S. commodity promotion organizations we could identify to complete a questionnaire about their objectives, program activities, and evaluation methods. The 116 organizationsthat responded had a total staff of 2,017 and invested over $750 million in...

In the last decade or two there has been a resurgence of interest in value-added agriculture, driven by consumer characteristics and the desire of farmers to capture a larger share of the consumer dollar. Federal, state and local governments have funded various efforts to support value-added...

Escalating media advertising costs have prompted shifts away from advertising to non-advertising promotion activities in the dairy industry’s generic commodity promotion program. As advertising budgets become tighter, determining the optimal allocation of these funds becomes particularly...

The purpose of this study was to analyze the impacts of generic milk and cheese advertising on dairy markets. The results indicated that generic milk and cheese advertising by dairy farmers and fluid milk processors had major market impacts for the dairy industry. The main conclusion of the...