Using the case of Canadian dairy industry, this paper investigates the farm level effectiveness of generic advertising in two vertically related markets under government regulation and oligopolistic power. Comparative static analysis indicates that an increase in advertising may either increase...

In 2011, the Canadian Agrifood Policy Institute released an report highlighting the importance of the agrifood sector to the economy and concluded by stating the need for Canada to double the dollar value of agrifood exports to ensure the viability of the system. This paper seeks to estimate...