Functional foods as a value-added strategy: The commercial potential of "cancer-fighting" dairy products

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.