John Paterson said ranchers and farmers are now using mass media techniques, such as Facebook, Twitter and other modern media to rally support for the beef industry when attacked by animal rights organizations
The beef industry is fighting challenges on all sides, participants said during the 2010 Montana Livestock Forum and Nutrition Conference at Montana State University.
Beef not only faces stiff competition from chicken, but the industry deals with headlines that discourage people from eating red meat and "faulty science" that says organic meat is healthier than beef raised on traditional ranches, speakers said. The industry wants to convince people concerned about animal rights that they, too, care about animals and humane treatment.
"Agriculture is under attack," said Jacque Matsen, director of issues and reputation management for the National Cattlemen's Beef Association (NCBA).
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