This research examines the role of government mandated marketing programs in promoting certified organic produce in California. Data were gathered from public documents, interviews, focus groups, and an industry-wide survey. We find that most California mandated marketing programs minimally address organic production. Regarding the value of generic promotion, slightly more than one-third of the survey respondents indicated that they believed that their mandated marketing program’s promotion efforts increased the sales of their organic products. Two options were highly ranked as alternatives to promote organic products, setting aside a representative amount of the marketing program’s funds for the promotion of organic produce and establishing a non-governmental producer association to promote all organic produce.