The commissioner is hereby authorized to contract with any person or persons, including the New York Apple Association, Inc. to carry on or cause to be carried on such advertising, promotion, and publicity programs as he may believe will create new markets for apples and/or apple products or maintain present markets therefor. For such purposes he may expend such monies, or any part thereof, as may be available to him pursuant to this order. No advertising, promotion or publicity programs shall be conducted with reference to any particular private brand or trade name and no such program shall disparage the quality, value, sale or use of any other agricultural commodity.