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• W137361481 abstract "Over years, federal and state governments have passed laws authorizing producers of various agricultural commodities to assess and collect mandatory fees in order to pay for generic advertising of their products. These programs are commonly called referring to a bookkeeping mechanism indicating regular payment of fees in order to support an obligation such as union dues. The advertising created and paid for with these fees has featured some of most memorable commercial messages of our time. Through marketing funded by producer checkoffs, we have been reassured that cotton is the fabric of our lives, taught that pork is the other white meat, encouraged to behold power of cheese, and asked to confirm that we have, indeed, got milk in our refrigerators. The popular Claymation commercial featuring California Raisins singing Heard it through grapevine was created by California Raisin Advisory Board. In Louisiana, Department of Wildlife and Fisheries secured enactment of an industry checkoff for alligator products. For all we know, here in South Dakota there may be buffalo, pheasant, and coyote checkoffs in works. Most everyone is familiar with advertisements promoting cattle consumption in American households with imperative that is what's for dinner. These commercials and others like it are funded by beef checkoff, a mandatory one dollar fee assessed every time that a cow is sold in United States. An equivalent fee is assessed on importation of foreign beef and deposited into same fund. Until beef checkoff litigation, it is safe to say that virtually no one--including cattle producers that selected and paid for advertising--would have imagined that these messages were of United States government. The very suggestion probably would have offended most cattle producers. In Johanns v. Livestock Marketing, Association, (1) however, Supreme Court held that generic advertising funded by targeted assessments on beef producers was government speech that is not susceptible to a First Amendment challenge by those who objected to being compelled to subsidize messages with which they disagreed. (2) The decision effectively ended legal struggles by producers of various commodities seeking to invalidate checkoff programs that have collected billions of dollars over years. This article is not intended to reargue Johanns decision. Rather, I seek here simply to provide some historical context and, along way, tell story of how an attorney in Sioux Falls, South Dakota, less than three years removed from law school, found himself involved in this fascinating and high-stakes litigation that would eventually ascend to highest court in land. THE FRUIT OF THE TREE In 1997, Supreme Court considered a challenge brought by growers, handlers, and processors of California tree fruits to assessments that they were required to pay for generic advertising of nectarines, plums, and peaches. These assessments were imposed by Secretary of Agriculture pursuant to marketing orders promulgated under Agricultural Marketing Agreement Act of 1937. (3) These marketing orders were a form of comprehensive economic regulation that displaced competition and governed marketing conditions for California tree fruits to such an extent that they amounted to virtual collectivization. The group of California tree fruit producers who brought suit contended that their First Amendment rights to be free from compelled were violated by a requirement imposed under marketing orders to collectively fund generic advertising to which they objected. It is generally acknowledged that while can speak for itself, or even retain others for purpose of communicating messages funded with revenue, it may not compel private individuals or groups to subscribe to or advance favored by others or favored by government. …" @default.
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• W137361481 date "2012-09-22" @default.
• W137361481 modified "2023-09-24" @default.
• W137361481 title "Cattle on a Thousand Hills: Reflections on the Beef Checkoff Litigation" @default.
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