Understanding the U.S. Generic Advertising System and Its Role in Information Management Among Commodities and Food Systems

"Beef ; it's what's for Dinner." "Got Milk?" "Pork ; the Other White Meat." "Flowers. Alive with Possibilities." These messages are examples of common terms familiar to individuals involved in the supply chain for major agricultural products in the U.S. Information about products is a key ingredient to the successful movement of the goods from production to final consumption. Many foods ; fibers and goods purchased for the aesthetic purposes maintain much of their form throughout the supply chain. Often processing and handling are major functions that can lead to new product forms and even potential for food safety issues at every stage of the distribution. Final demand for these products is partially a function of the state of information about the entire system from production to the final outlet. This is particularly true for issues related to food safety and health. Potential consumers may have limited knowledge of the product attributes ; may have perceptions that are not factual ; and may simply need to be reminded about the product. As products move through the supply chain ; much of the information comes from three sources: (1) mandatory labeling ; (2) branding ; and (3) industry funded programs. In the U.S. system industry funded promotions are referred to as commodity checkoff program and is a mechanism for supporting generic advertising. Depending on the industry ; the messages may target many points in the supply chain but almost always originate at the producer or first-handler levels. They are government-sanctioned but producer-funded efforts to enhance the demand for commodities. As opposed to advertising for specific brands of a product by particular producers ; generic advertising is generally a cooperative effort of a large group of producers (suppliers) using advertising and promotions to enhance the demand for nearly homogeneous products.
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 Record created 2017-04-01, last modified 2019-08-26

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