Note: The FDA recently ruled that
it is illegal for milk producers to label milk rBST-free.
MADISON, Wisconsin, September 26, 2003:
Results from a recent study of consumer habits reveals
shoppers are willing to pay extra, as much as $3 a gallon,
for the assurance their milk products are fee of artificial
growth hormones, pesticides residues or genetic modifications.
The study completed by the University of Wisconsin-Madison
found that consumers will pay up to US$1.50 per gallon
more for milk labeled rBST-free and US$3 per gallon
more for milk labeled organic. They also found that
market competition from the introduction of those labels
slightly decreased the price of standard milk.
Researchers Jeremy Foltz and Tirtha Dhar looked at
milk purchases made in 12 key US metropolitan markets.