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Dairy sues to end ad fund

Published on .

In a suit with the potential to disrupt millions in ad agency commodity marketing efforts nationwide, Joseph Gallo Farms, Livingston, Calif., a dairy farm owned by the brother of the famous winemakers, is suing to end state and federal regulations requiring payments into dairy marketing funds. The lawsuit, filed in U.S. District Court in Sacramento, Calif., attacks mandatory contributions to the California Milk Advisory Board, which is sponsoring an $8 million "It's the Cheese!" TV and outdoor campaign from McCann-Erickson, San Francisco. The suit says the marketing effort is a "complete waste of money."

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