BEEF Daily

Seriously Dude, It’s Beef!


Participate in our weekly poll about lean finely textured beef (LFTB), comment on the blog and be entered to win a “Dude It’s Beef!” t-shirt!

With Beef Month just around the corner, it’s time to gear consumers fired up for summer grilling season, which kicks off in May! But, with concerns about beef safety and quality, in regard to the recent media frenzy pertaining to lean finely textured beef (LFTB), we certainly have our work cut out for us in order to regain consumer confidence in our product.

It’s amazing how a few sensational media reports can impact an entire industry! Nancy Montross, founder of Beef Bucks, from DeSmet, SD, believes producers have a big role to play in setting the record straight about LFTB and the safety, wholesomeness and quality of ground beef.

“Consumer fears could really impact our industry, especially hurting beef demand this summer. I toured the Beef Product Inc. facility, and I’m confident our ground beef is safe and healthy. Our job as producers is to get the word out and share the facts with our consumers. This isn’t just a packer or retailer issue; it impacts us on the cow-calf level, too. If our infrastructure suffers, it trickles down to prices at the production level, too. We must share the facts," says Montross.

Here are a few things consumers need to know about LFTB:

  1. It’s 100% beef and processed from beef trimmed from steaks and roasts.
  2. The process removes the fat from the meat, resulting in 94-97% lean beef.
  3. Ammonium hydroxide is found naturally in all proteins we eat  -- plant or animal -- and one of its roles is to prohibit bacteria from forming.
  4. Ammonium hydroxide is widely used in everyday cooking from baking powder, to cheese and even chocolate.

For additional facts, click here.

To help spread the word, Montross is selling “Dude, It’s Beef!” t-shirts available through Beef Bucks. The shirts come in cyber pink, safety green, athletic grey and safety orange. Youth and adult sizes are available and are priced from $9-$12, plus shipping and handling.

To order, contact Montross at

By the way, I will be giving away one “Dude It’s Beef!” t-shirt to one lucky reader tomorrow. To enter, simply leave your thoughts on today’s blog answering this week’s poll question on Is “Dude, It’s Beef!” an effective slogan?

So far, the votes are split, with 49% saying "no, it’s condescending to consumers," while 44% say "yes, it’s curt and punchy." Another 7% aren’t sure. I hope you’ll take a minute to head to the homepage and vote. Then, let us know what you think. Does the slogan work, in your opinion?

Discuss this Blog Entry 18

Austin Black (not verified)
on Apr 11, 2012

I think the slogan "Dude, It's Beef!" is a great phrase to get people's attention. Consumers today need trendy, catchy and easy to understand advertisements to get their attention. This slogan is short and to the point, it differs in style from what people are used to from the beef industry, therefore it grabs their attention, and it carries a very simple meaning: LFTB is Beef...

Adam Beardsley (not verified)
on Apr 11, 2012

This slogan mean a tremendous amount to all of us cattle producers. We HAVE to regain the cofindence of the consumers. With the cattle industry the way it is with historic prices. We should all be fighting to keep our products reputation clean and strong.

on Apr 11, 2012

I don't know about the Dude part but just the same we need something. I think it's the beginning of a Great idea.

Tony (not verified)
on Apr 11, 2012

I voted no, but not because the slogan "Dude, It's Beef!" is condecending to consumers, but rather because it is not on their wave-length. Those of us in agriculture certainly get it, but consumers are just going to say...Huh? An effective slogan must relate the issue to something the target audience cares about.

on Apr 11, 2012

I think the folowing may be better:
Beef is Beef, What's your Beef?
What's your Beef? Beef is Beef!

on Apr 11, 2012

I think the slogan is a great idea, however, I fear that beef producers may be the only audience that truly understands this. The idea of having a catchy slogan that will grab the consumer's attention is a must, but I'm not sure "Dude, it's beef!" is the right one. I worry that in our efforts to bridge the gap that exists between beef production and the general public, we may only end up truly communicating to the agriculture audience that already understands the meaning of dude, it's beef. I would still proudly and happily wear a shirt that says this, and I see it being an awesome conversation starter with someone who may not grasp the full meaning of the slogan!

hutch (not verified)
on Apr 11, 2012

here's my slogan for the day, though not short and catchy.

a good thing in excess becomes a bad thing by your poor choice to allow it to become excessive. take responsibility for your poor choices, don't blame them on someone else.

gluttony is still one of GOD's 7 deadly isn't it?

as far as some of the previous comments go, sadly many of these idiots don't want to "get it"(sorry i'm gettin a little prickly with all this nonsense). that said if nothing else it may encourage a conversation when they ask what it means.

Elizabeth Burns-Thompson (not verified)
on Apr 11, 2012

I think the "Dude, It's Beef" slogan was catchy enough to grab the attention of the public, especially among the youth, and get them fired up about the issue. Long-term I feel as though the #BEEFisBEEF slogan would better accommodate the efforts to educate the general populace about the truth behind this product.

on Apr 12, 2012

Thanks for your comments, Elizabeth! You are the winner of a "Dude, It's Beef!" t-shirt!

Anonymous (not verified)
on Apr 11, 2012

I like it.

on Apr 11, 2012

Childish and stupid slogan.
Start with honesty. Tell consumers that LFTB is a beef by product, that it's safer than many of the meat products they consume, and that the beef industry will be clear and honest about where it is used. That would be a good start.

ginny (not verified)
on Apr 11, 2012

Did they get the screen writers from the Bill and Ted movies to come up with this dribble? Dude: half-drunken frat boy, not consumer in grocery store making a decision on what to spend hard earned dollars on. I'm afraid this debacle is going to take a lot more than some cutesy / moronic slogan to get us out of.

Rhonda Heguy (not verified)
on Apr 11, 2012

The slogan "Dude, it's beef" will catch the attention of a segment of the public, I'm not sure it will reach the consumer we need to connect with though. While I appreciate the shortness, more information may be necessary to resonate fully with the target audience, every-mom who is doing most of the grocery shopping.
These maybe too wordy - but...

Smart and modern – simply wholesome beef - period.

LFTB – Smart, Safe, Nutritious – 100% Beef!

LFTB Warning: Media Hysteria - Dangerous, Untrue – Do Not Consume!

Dane Rashenberg (not verified)
on Apr 11, 2012

Even though I puked pink slime beef in Coos Bay Oregon while I was fueled by beef, I still like free stuff. Count me in!

Anonymous (not verified)
on Apr 11, 2012

"Dude It's Beef" is probably better than "Tough Enough To Eat Pink"

Terry Church (not verified)
on Apr 11, 2012

The slogan is great, but we as producers need to be sure to promote our product during Beef Month. We need to be sure to get the information out to the public about our products during Beef Month. Use the media and any other means possible. The Beef Industry has had alot of bad information passed on to the public through the news media and others in recent times, We need to turn this around and deliver true factual information to the public.

Anonymous (not verified)
on Apr 13, 2012

Can't think of anything better so use it!!! At least someone is trying to get the message out! As for the media you can't trust them and you should take EVERYTHING they say with a grain of salt!!

on Apr 23, 2012

I think beef is so very good. Very good, nutitious, lots of protein, and very good for healing open sores on humans. I love grilling, baking, and pan frying beef the flavor, aroma is so mouth watering gives the chef a five star rating. Thank you all beef producers for the product.

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What's BEEF Daily?

BEEF Daily Blog is produced by rancher Amanda Radke, one of the U.S. beef industry’s top social media “agvocates.”


Amanda Radke

Amanda Radke is a fifth generation rancher from Mitchell, S.D., who has dedicated her career to serving as a voice for the nation’s beef producers. A 2009 graduate of South Dakota State...

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