Alva Review-Courier -

Cattle producers have a beef with 35-year marketing campaign


September 5, 2021

BELLE PLAINE, Kan. (AP) — Cattle producers for 35 years have been bankrolling one of the nation's most iconic marketing campaigns, but now many want to end the program that created the "Beef. It's What's for Dinner" slogan.

What's the ranchers' beef? It's that their mandatory fee of $1 per head of cattle sold is not specifically promoting American beef at a time when imports are flooding the market and plant-based, "fake meat" products are proliferating in grocery stores.

"The American consumer is deceived at the meat counter and our checkoff funds do not do anything to help create clarit...

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