The Editors: Harry M. Kaiser, Professor of Agricultural Economics at Cornell University, received his Ph.D. in agricultural and applied economics from the University of Minnesota. He has published extensively in the areas of agricultural marketing and policy, and was the editor of Agricultural and Resource Economics Review. Dr. Kaiser received the distinguished member award from the Northeastern Association of Agricultural and Resource Economics in 2002, and is currently on the Board of Directors of the American Association of Agricultural Economics.Julian M. Alston is Professor in the Department of Agricultural and Resource Economics at the University of California, Davis. Previously, Dr. Alston was Chief Economist in the Department of Agriculture in Victoria, Australia, where his experience in public policy analysis and advice shaped his research interests in the economic analysis of agricultural markets and public policies concerning agricultural incomes, prices, trade, and agricultural research and promotion. He is a fellow of the American Agricultural Economics Association.John M. Crespi is Assistant Professor of Agricultural Economics at Kansas State University. He received his Ph.D. in agricultural and resource economics from the University of California, Davis. His doctoral dissertation on commodity promotion was awarded outstanding dissertation of the year in 2001 by the American Agricultural Economics Association. Dr. Crespi’s research focuses on agricultural marketing and industrial organization.Richard J. Sexton is Professor in the Department of Agricultural and Resource Economics at the University of California, Davis. Dr. Sexton is an expert on agricultural markets and has published extensively on this topic. He has served as co-editor of the American Journal of Agricultural Economics and as Director of the Giannini Foundation of Agricultural Economics. Dr. Sexton is a fellow of the American Agricultural Economics Association.

• Contents: Julian M. Alston/John M. Crespi/Harry M. Kaiser/Richard J. Sexton: Introduction to the Economics of Commodity Promotion Programs – Hoy F. Carman/Julian M. Alston: California’s Mandated Commodity Programs – John M. Crespi: Generic Advertising’s Long History and Uncertain Future – Julian M. Alston/James A. Chalfant/Jason E. Christian/Erika Meng/Nicholas E. Piggott: The Benefits and Costs of Promotion Programs for California Table Grapes – Todd M. Schmit/J. Carlos Reberte/Harry M. Kaiser: An Economic Analysis of Generic Egg Advertising in California – Julian M. Alston/Hoy F. Carman/James A. Chalfant/ John M. Crespi/Richard J. Sexton: Evaluation of Prune Promotion by the California Dried Plum Board – Hoy F. Carman/R. Kim Craft: Evaluation of Avocado Promotion by the California Avocado Commission – John M. Crespi/Richard J. Sexton: Evaluating the Effectiveness of California Almond Promotion: How Much Did the Litigation Cost Producers? – Harry M. Kaiser: An Economic Analysis of the Walnut Marketing Board’s Promotion Programs – Harry M. Kaiser/Donald J. Liu/Ted Consignado: An Economic Analysis of California Raisin Export Promotion – Colin A. Carter/James A. Chalfant/Rachael E. Goodhue: The Red Edge: Demand-Enhancing Strategies for California Strawberries – Henry W. Kinnucan/Yuqing Zheng: National Benefit-Cost Estimates for the Dairy, Beef, Pork, and Cotton Promotion Programs – Julian M. Alston/James A. Chalfant/Jennifer S. James: Evaluation of Nutrition Education by the Dairy Council of California – Timothy J. Richards/Paul M. Patterson: The Economic Value of Spin Control: Food Safety and the Strawberry Case – Joseph V. Balagtas/Daniel A. Sumner: Returns to the Dairy Check-Off Investment in Research for New uses for Whey – Julian M. Alston/Henrich Brunke/Richard S. Gray/Daniel A. Sumner: Demand Enhancement through Food-Safety Regulation: A Case Study of the Marketing Order for California Pistachios – Julian M. Alston/John M. Crespi/Harry M. Kaiser/Richard J. Sexton: The Economics of Commodity Promotion Programs: Summary and Synthesis.