The commissioner is hereby authorized to contract with any person, including the New York Cherry Growers Association and the National Red Cherry Institute, to carry on or cause to be carried on such promotion, advertising amd publicity programs as he may believe will create new markets for sour cherries or maintain present markets therefor. For such purpose he may expend such monies or any part thereof as may be available to him pursuant to this order. No advertising or promotion programs shall be conducted with reference to any particular private brand or trade name; no such program shall disparage the quality, value, sale or use of any other agricultural commodity.