Abstract: As a normal form of the horizontal co-marketing, generic advertising at present is not comprehensively researched. In the farm produce marketing, generic advertising can promote effective specialized production of farm products. On the prevalent phenomenon of free-riding, by the theoretical analysis，the paper points out a design dilemma which is confronted with farmers: public good dilemma. The dilemma is a common problem which is faced by all forms of rural cooperation organizations. At last the paper presents some related policy advices.