Functional Foods as a Value-Added Strategy: The Commercial Potential of "Cancer-Fighting" Dairy Products

Leigh J. Maynard and Sharon T. Franklin

Review of Agricultural Economics, 2003, vol. 25, issue 2, 316-331

Abstract: Levels of conjugated linoleic acid, which may help prevent cancer, can be elevated in milk. A sensory evaluation, willingness-to-pay survey, and feasibility analysis suggest that profit potential exists for producers serving niche markets via small-scale processing ventures. Households with children and health-conscious consumers appear most willing to pay premiums for "cancer-fighting" dairy products. Consumer demand and the legality of health claims hinge on pending medical research outcomes.

Date: 2003
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