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How Consumers Value rBST-free and Organic Milk in the Marketplace
Fact Sheets No. 19, July 2003
by Jeremy Foltz and Tirtha Dhar

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The U.S. food sector is expanding in terms of new products being introduced and new innovations to current products that are being made available. Organic and genetically modified foods are leading the way in changing the choices available to consumers. This rapid expansion of sales of these products has taken place at the same time as an increase in public policy concerns on issues such as standardization, labeling, health risks, and consumer welfare. The Program on Agricultural Technology Studies (PATS) has examined the introduction of rBST-free and organic milk into the U.S. market. Understanding this market will help answer key questions such as: (1) What are the benefits to consumers of the introduction of labeled specialty milk products in the marketplace? (2) What is the value or cost of a national labeling policy?

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