Newsletter TOC CCPRP NICPRE NEC 63
NICPRE QUARTERLY
A newsletter from the National Institute for Commodity Promotion Research and Evaluation on program evaluation and related issues
Vol. 9 No. 2
Second Quarter 2003

CONTENTS

Distributional Effects of Generic Dairy Advertising

Table 1

Director’s Corner

Next Meeting



NEC-63
2003 Fall Meeting

October 6-7, 2003

Embassy Suites Hotel
South Lake Tahoe, CA


Evaluation of Non-Advertising Promotion Strategies

Table 1. Average annual values for prices and quantities by scenario, 1997-2001.


Variable Scenario 1
Actual values
(Base scenario)
Scenario 2*
(percent change)
Scenario 3**
(percent change)

Fluid processor supply (bil lbs milk equivalent) 55.2 -1.2% -1.2%
Cheese processor supply (bil lbs milk equivalent) 64.6 -1.4% 0.1%
Fluid milk processor price ($/cwt milk equivalent) 24.7 -4.9% -6.4%
Cheese processor price ($/cwt milk equivalent) 13.9 -2.1% -1.8%
Class 1 farm price ($/cwt) 15.6 -2.2% -1.5%
Class III farm price ($/cwt) 12.3 -2.8% -1.8%
Farm blend price ($/cwt) 14.56 -2.0% -1.7%
Fluid processor margin ($/cwt milk equivalent) 9.0 -10.0% -15.5%
Cheese processor margin ($/cwt milk equivalent) 1.9 2.1% -1.7%
Farm producer surplus change ($ mil)
   Percent of base scenario gross revenue
  -690.6
-2.9%
-410.1
-1.5%
Fluid milk processor producer surplus change ($mil)
   Percent of base scenario gross revenue
  -488.1
-3.5%
-541.8
-3.6%
Cheese processor producer surplus change ($mil)
   Percent of base scenario gross revenue
  -335.8
-3.7%
30.4
0.3%
Total processor producer surplus change ($mil)
   Percent of base scenario total gross revenues
  -823.9
3.5%
-511.4
-2%

* Generic cheese and fluid milk advertising under the dairy farmer program is reduced to levels that existed prior to passage of the national mandatory program, but maintains milk processor generic advertising at historic levels
** Generic fluid milk advertising under the fluid milk processor program is eliminated, but maintains dairy farmer generic advertising at historic levels

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