James F. Evans Collection, "In response to waning consumption, many US commodity producers are seekkng to increase their expenditures on generic food advertising. The American Egg Board, believing its $5-million "incredible edible egg" campaign slowed the country's egg-eating decline, has requested the US Department of Agriculture to consider a refundable assessment of $24 for advertising and research. The dairy industry already has an assessment program that pours $200 million into its promotional budget, and both beef and pork producers are awaiting action by Congress that would enlarge their mandatory assessments. Smaller groups with promotional interests include beekeepers, watermelon growers and potato producers. Regional boards, including Florida orange growers and Washington Apple Commission are pursuing promotional campaigns. Foods that are criticized by nutritionists are advertising challenges; however, the National Livestock and Meat Board is attempting to show how meat can fit into a healthy diet."
