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Doing well by doing a body good: An evaluation of the industry-funded nutrition education program conducted by the Dairy Council of California

  • Julian M. Alston

    (Department of Agricultural and Resource Economics, University of California, Davis, Davis, CA 95616-8512)

  • James A. Chalfant

    (Department of Agricultural and Resource Economics, University of California, Davis, Davis, CA 95616-8512)

  • Jennifer S. James

    (Department of Agricultural and Resource Economics, University of California, Davis, Davis, CA 95616-8512)

This article evaluates an industry-funded nutrition education program, Exercise Your Options, provided to junior high school children in California by the Dairy Council of California (DCC). The program consists of education materials provided to teachers to assist in teaching about nutritional topics. We make use of food records from before and after the program, along with records from a control group, to estimate the effects on consumption patterns of learning about nutrition. DCC's activities are funded through a per-unit assessment on California milk, making the returns to producers an interesting topic in light of recent controversy over marketing orders. This article compares the benefits to the dairy industry to the cost of the program to the dairy industry. Under a number of reasonable assumptions, the benefits to dairy producers from increased milk consumption outweigh the costs of the program. [Econ-Lit citations: D120, I120, Q130, Q180] © 1999 John Wiley & Sons, Inc.

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Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 15 (1999)
Issue (Month): 3 ()
Pages: 371-392

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Handle: RePEc:wly:agribz:v:15:y:1999:i:3:p:371-392
Contact details of provider: Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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  1. Nicholas E. Piggott & James A. Chalfant & Julian M. Alston & Garry R. Griffith, 1996. "Demand Response to Advertising in the Australian Meat Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(2), pages 268-279.
  2. Hoy F. Carman & Richard D. Green, 1993. "Commodity supply response to a producer-financed advertising program: The california avocado industry," Agribusiness, John Wiley & Sons, Ltd., vol. 9(6), pages 605-621.
  3. Lee, Hyunok & Alston, Julian M. & Carman, Hoy F. & Sutton, William R., 1996. "Mandated Marketing Programs For California Commodities," Information Series 11919, University of California, Davis, Giannini Foundation.
  4. Freebairn, John W., 1992. "Evaluating The Level And Distribution Of Benefits From Dairy Industry Research," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 36(02), August.
  5. E. W. Goddard & M. L. McCutcheon, 1993. "Optimal Producer Investment in Generic Advertising: The Case of Fluid Milk in Ontario and Quebec," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 41(3), pages 329-347, November.
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