Marketing Milk

FSRG researcher, Jeremy Foltz, presented findings from his research on consumer valuation of rBST-free and organic milk at the roundtable discussion, rBGH Labeling Issues: A Conversation on Marketing Strategies.

Held March 29th, 2005, at the Michael Fields Agricultural Institute in East Troy, Wisconsin, the roundtable provided a forum for key players in the Wisconsin dairy industry to discuss controversies such as those arising over GMO-free and organic labeling.

Foltz’s research examines price premiums and market shares for rBST-free and organic milk, estimates consumer demand, and calculates benefits to consumer from the introduction of new milk products. Drawing on experiments and 260 weeks of survey data (1997-2002) from 12 major U.S. cities, the research adds significantly to an understanding of potential directions for labeling policy.

PowerPoint presentation.

Related Material:

FRSG Working Paper: Milk by Any Other Name...Consumer Benefits from Labeled Milk, by Tirtha Dhar and Jeremy Foltz.

FSRG Issue Sheet: Buying Behavior in Response to Milk Labeling.

CONTACT

Jeremy Foltz foltz@aae.wisc.edu