The NCBA issued a statement in protest of a contest sponsored by the USDA and first lady Michelle Obama which encourages kids to come up with their own meat-free recipes. Saying the contest contributes to the “misconception that meat is over-consumed in the U.S.,” the industry fails to acknowledge that a high-meat diet does indeed contribute to health problems. The beef industry is also engaged in an aggressive campaign to combat the fairly innocuous “Meat-Free Mondays,” as promoted by celebrities like Paul McCartney and Yoko Ono.

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