CONASUPO Rural Stores, the Small Shopkeeping Promotion undertaking and the CCWASUPO Marketing Centre. 219. Of particular importance are the programmes for popularizing milk and the milk distribution scheme run by CONASUPO. The CONASUPO Processed Milk concern (LICONSA) is developing programmes to encourage production and supply and regulate the market for milks. 220. LICONSA is carrying out three programmes: (a) a social supply programme, benefiting 1.5 million people in 14 Mexican States through 196 CONASUPO dairies which distribute 3.5 million litres of milk a day; (b) regulation of the market, in that different types of processed milk are supplied to the shops in the public and private sector; (c) encouragement of milk production; this programme supports small and medium milk producers in rural communities of 13 Mexican States. Through it, guidance is given to livestock farmers so that their cows will produce more and better milk; free technical and medical advice is provided by 35 demonstration units in which LICONSA technicians deal with the whole process of production: from the birth of a calf to the collection of milk, its industrial treatment and its pasteurization. 221. LICONSA also collects, processes and enriches agricultural produce to make foodstuffs derived from livestock cheaper. As supplementary support it provides medicines, vaccines, seeds, fertilizers and insecticides at low cost. 222. In respect of the breeding of stock and expansion of herds, LICONSA has a Centre for Genetic Improvement at which the most modem technology is applied to obtain high-yielding stock. 223. LICONSA guarantees to all the producers adhering to the programme that it will purchase all their production throughout the year and pay them the prices fixed by the Department of Trade. This year LICONSA will buy from Mexican producers 235 million litres of milk, to be pasturized and sold to the 
**Analysis**
The text primarily focuses on the programs and initiatives undertaken by CONASUPO and LICONSA to promote milk production, distribution, and consumption in Mexico. The text highlights the social, economic, and technological aspects of these programs, which aim to benefit milk producers, consumers, and the overall agricultural sector. Given the emphasis on agricultural production, distribution, and marketing, it is likely that the text falls under one of the categories related to agriculture, economy, or industry.

**Category**
Agriculture, forestry and fishing, Economic development