110 STAT. 1032 PUBLIC LAW 104-127—APR. 4, 1996 conunodity Subtltlc B—Issuance of Orders for Pro- Promotion, .. -- -» , i-ri» i» A Research, and mOtlOll, KeSearCh, and InrOrmatlOn Acinformation Act ..... x-» 1« A* t, - •>-« 1 of 1996 tivities Regarding Agricultural Commodities 7 USC 7401 note. SEC. 511. SHORT TITLE. This subtitle may be cited as the "Commodity Promotion, Research, and Information Act of 1996". 7 USC 7411. SEC. 512. FINDINGS AND PURPOSE. (a) FINDINGS.—Congress finds the following: (1) The production of agricultural commodities plays a significant role in the economy of the United States. Thousands of producers in the United States are involved in the production of agricultural commodities, and such commodities are consumed by millions of people throughout the United States and foreign countries. (2) Agricultural commodities must be of high quality, readily available, handled properly, and marketed efficiently to ensure that consumers have an adequate supply. (3) The maintenance and expansion of existing markets and the development of new markets for agricultural commodities through generic commodity promotion, research, and information programs are vital to the welfare of persons engaged in the production, marketing, and consumption of such commodities, as well as to the general economy of the United States. (4) Generic promotion, research, and information activities for agricultural commodities play a unique role in advancing the demand for such commodities, since such activities increase the total market for a product to the benefit of consumers and all producers. These generic activities complement branded advertising initiatives, which are aimed at increasing the market share of individual competitors, and are of particular benefit to small producers who lack the resources or market power to advertise on their own. These generic activities do not impede the branded advertising efforts of individual firms, but instead increase general market demand for an agricultural commodity using methods that individual companies do not have the incentive to employ. (5) Generic promotion, research, and information activities for agricultural commodities, paid by the producers and others in the industry who reap the benefits of such activities, provide a unique opportunity for producers to inform consumers about a particular agricultural commodity. (6) It is important to ensure that generic promotion, research, and information activities for agricultural commodities be carried out in an effective and coordinated manner designed to strengthen the position of the commodities in the marketplace and to maintain and expand their markets and uses. Independent evaluation of the effectiveness of the generic promotion activities of these programs will assist the Secretary of Agriculture and Congress in ensuring that these objectives are met.
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