. I personally follow an organic vegan diet, but I realize many people enjoy a thick, hearty steak and consider it a taste of the literal fat of the land. The commercials depict jeans, boots, trucks, hard work, good intentions- it seems so pure.

Unfortunately, that imagery is mostly limited to the advertisements. Some argue that the industry’s decisions are made mostly by bean counters and pharmaceutical drug developers who are removed from the farm and don’t have to worry about getting their shoes dirty.

Don’t get me wrong, there are many good and very decent people who work in the beef industry. But, the beef industry is like any other and making money is mandatory. Costs must go down, performance must go up.