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Open Access Publications from the University of California

California farmers adapt mandated marketing programs to the 21st century


Mandated marketing programs are an important component of California agriculture. The state’s 63 marketing programs cover commodities that accounted for two-thirds of the total value of California agricultural output in 2004. California farmers have recently paid annual assessments totaling more than $226 million to support advertising, promotion, research and inspection programs. Marketing programs have evolved from emphasizing supply controls in the 1930s and 1940s to the current focus on generic advertising and promotion, food safety inspection, health and nutrition research, and market information.

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