National Cattlemen's Beef Association: Beef—Real Food For Real People campaign
Nancy CondryOverview
In the early 1980s the eating habits of many Americans moved toward a focus on lower fat, fewer calories, and greater convenience. Health and fitness became the priorities of a large segment of the population, especially yuppies (young urban professionals), who invested heavily in exercise equipment and began consuming more pasta and vegetables. Consequently, meat consumption, particularly that of red meat, declined. Fearing a continuation, if not an escalation, of the trend, the Beef Industry Council (BIC) decided to intensify its marketing program to improve the image...