The U.S. dairy industry, many segments of which supported dairy policy changes in the 1996 Federal Agriculture Improvement and Reform Act, is much different than it was 20 or even 10 years ago. This report provides a historical overview of the industry, more detailed examinations of the fluid...

Increased advertising expenditures raised fluid milk sales nearly 5 percent, or by about 7,455 million pounds, during September 1984-September 1991. Sales of natural and processed cheese consumed at home rose by about 25 million pounds and 290 million pounds in the same period because of...

Generic advertising raised fluid milk sales about 6.0 percent, or 18.1 billion pounds, between September 1984 and September 1997. Sales of cheese rose by about 6.8 billion pounds (milk equivalent) in the same period because of increased generic advertising. An assessment of 15 cents per...