National Cattlemen's Beef Association
444 N. Michigan
Ave.
Chicago
Illinois
60611
USA
tel: (800)621-7735
fax: (312)670-9414
Overview
Beef is America's most popular meat, consumed to the tune of 63.5 pounds per person annually in 1997, compared to 49.6 pounds for chicken. This would seem to indicate a robust market for red meat and little apparent need for a massive advertising campaign. But the raw numbers do not tell the whole story in this case.
The beef market share hit a high in the 1980s of 53 percent. But the industry was soon buffeted by consumer health concerns about beef consumption as well as...
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