Fundamental strategy changes can be seen in the marketing of generic commodity promotion, with a move away from advertising toward non-advertising programs. A corresponding change in evaluation methods is required, to identify the consumer and market impacts of non-advertising programs and the benefits to the producers who fund them. This report addresses this need by evaluating the Dairy Case Management Program (DCMP) operated by the American Dairy Association and Dairy Council (ADADC) in the Northwestern Hudson Valley Market in New York State. The DCMP is operated with ADADC program staff and retail/category managers to improve the management, appearance, and operation of the dairy case in retail stores. The DCMP program in the market included 61 retail stores, constituting 65% of all stores and over 91% of total milk sold.