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Functional Foods as a Value-Added Strategy: The Commercial Potential of “Cancer-Fighting” Dairy Products


  • Leigh J. Maynard
  • Sharon T. Franklin


Levels of conjugated linoleic acid, which may help prevent cancer, can be elevated in milk. A sensory evaluation, willingness-to-pay survey, and feasibility analysis suggest that profit potential exists for producers serving niche markets via small-scale processing ventures. Households with children and health-conscious consumers appear most willing to pay premiums for “cancer-fighting” dairy products. Consumer demand and the legality of health claims hinge on pending medical research outcomes. Copyright 2003, Oxford University Press.

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  • Leigh J. Maynard & Sharon T. Franklin, 2003. "Functional Foods as a Value-Added Strategy: The Commercial Potential of “Cancer-Fighting” Dairy Products," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 316-331.
  • Handle: RePEc:oup:revage:v:25:y:2003:i:2:p:316-331

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    References listed on IDEAS

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    3. Calvin, Linda & Cook, Roberta L. & Denbaly, Mark & Dimitri, Carolyn & Glaser, Lewrene K. & Handy, Charles R. & Jekanowski, Mark D. & Kaufman, Phillip R. & Krissoff, Barry & Thompson, Gary D. & Thornsb, 2001. "U.S. Fresh Fruit and Vegetable Marketing: Emerging Trade Practices, Trends, and Issues," Agricultural Economics Reports 33915, United States Department of Agriculture, Economic Research Service.
    4. Kaufman, Phillip R. & Handy, Charles R. & McLaughlin, Edward W. & Park, Kristen & Green, Geoffrey M., 2000. "Understanding The Dynamics Of Produce Markets: Consumption And Consolidation Grow," Agricultural Information Bulletins 33747, United States Department of Agriculture, Economic Research Service.
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    Cited by:

    1. Maynard, Leigh J. & Hartell, Jason G. & Meyer, A. Lee & Hao, Jianqiang, 2004. "An experimental approach to valuing new differentiated products," Agricultural Economics, Blackwell, vol. 31(2-3), pages 317-325, December.
    2. Lawless, Lydia J.R. & Drichoutis, Andreas & Nayga, Rodolfo & Threlfall, Renee T. & Meullenet, Jean-François, 2012. "Identifying product attributes and consumer attitudes that impact willingness-to-pay for a nutraceutical-rich juice product," MPRA Paper 53023, University Library of Munich, Germany, revised 18 Jan 2014.
    3. Jill E. Hobbs & Stavroula Malla & Eric K. Sogah & May T. Yeung, 2014. "Regulating Health Foods," Books, Edward Elgar Publishing, number 15768, April.
    4. Bimbo, Francesco & Bonanno, Alessandro & Viscecchia, Rosaria & Nardone, Gianluca, 2014. "Market valuation of health claims’ types and strength: the Italian yogurt market," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182738, European Association of Agricultural Economists.
    5. Michaelidou, Nina & Hassan, Louise M., 2010. "Modeling the factors affecting rural consumers' purchase of organic and free-range produce: A case study of consumers' from the Island of Arran in Scotland, UK," Food Policy, Elsevier, vol. 35(2), pages 130-139, April.
    6. Teratanavat, Ratapol P. & Hooker, Neal H., 2005. "Exploring Consumer Valuation and Preference Heterogeneity for Functional Foods Using a Choice Experiment: A Case Study of Tomato Juice Containing Soy in Ohio," 2005 Annual meeting, July 24-27, Providence, RI 19556, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. Wachenheim, Cheryl & Hovde, Scott & Hearne, Robert & Nganje, William, 2015. "Identifying Market Preferences for High Selenium Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), November.
    8. Thilmany, Dawn D. & Bond, Jennifer Keeling & Bond, Craig A., 2006. "Direct Marketing of Fresh Produce: Understanding Consumer Interest in Product and Process-Based Attributes," 2006 Annual meeting, July 23-26, Long Beach, CA 21217, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. Di Pasquale, Jorgelina & Adinolfi, Felice & Capitanio, Fabian, 2011. "Analysis of Consumer Attitudes and Consumers’ Willingness to Pay for Functional Foods," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(2).
    10. Annika Hallberg & Charlotte Lagerberg Fogelberg & Eva Johansson, 2013. "Beauty Is in the Eye of the Beholder - A Conceptual Framework of Added Values of Food Products," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 1(1), pages 39-49.

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