In 1992, the National Livestock and Meat Board launched a famous ad campaign called “Beef. It’s What’s For Dinner.” At one point, 88 percent of Americans recognized the campaign.
Today, consumption of meat still remains high— save for young people.
One in five Millennials has changed their diet to mitigate their environmental footprint. Moreover, a January 2020 YouGov poll found 15 percent of adults under 39 now identify as vegan or vegetarian.
Are American meat eaters on the verge of extinction? Don’t write the obituaries just yet.
While corporations increasingly bankroll fake meat companies, real meat isn’t going anywhere—especially if cattle ranchers can help it.
Let’s examine how Colorado cattlemen and their backers successfully countered “MeatOut Day” over the weekend.
“MeatOut” Day Proclamation
Colorado Governor Jared Polis, ironically a meat eater himself, issued the following proclamation making Saturday, March 20th, “MeatOut Day.”
"WHEREAS, removing animal products from our diets reduces the risk of various ailments, including heart disease, high-blood pressure, stroke, various cancers, and diabetes; and
"WHEREAS, a plant-based diet helps protect the environment by reducing our carbon footprint, preserving forests, grasslands and wildlife habitats, and reduces pollution of waterways; and
"WHEREAS, a growing number of people are reducing their meat consumption to help prevent animal cruelty; and
"WHEREAS, since MeatOut was launched in 1985, more than 35 million Americans have explored a plant-based diet and reduced their consumption of meat, dairy, and eggs; and major food manufacturers and national franchises are marketing more vegan options in response to this growing demand;
"WHEREAS, Colorado is the proud home to farmers and ranchers alike and we recognize the importance of agriculture in the state; THEREFORE I, Jared Polis, Governor of the State of Colorado, do hereby proclaim March 20, 2021, as MEATOUT DAY."
What’s the motivation behind it? It could be surmised that Governor Polis’ husband, Marlon Reis, a vegan and avid animal rights activist, likely influenced his decision.
But Axios noted the proclamation didn’t sit well with Coloradoans.
Why? The state’s largest export is meat, while agriculture is the second largest industry in Colorado after oil and gas.
Rule of thumb: Never, ever bite the hand that feeds you.
Polis Fans the Flames, Gets Skewered
Naturally, this statement didn’t sit well with beef growers and other agriculture industry players.
On March 17th, Governor Polis published an op-ed in the Greeley Tribune claiming his “MeatOut” declaration was a “non-binding, ceremonial proclamation” that “helped generate in support and promotion of Colorado beef products.”
What!?
But wait, there’s more!
He added he hoped revealing his “special brisket rub” recipe would assuage angry constituents.
Take the L, Governor. The damage is done.
The initial proclamation attracted so much negative backlash, Colorado’s agriculture commissioner, Kate Greenberg, had to do damage control.
Her letter, in part, read like this:
You, your families, and your hard work are part of the backbone of Colorado’s rural communities. You help drive our economy, serve as stewards of public and private lands and innovators in tackling some of our biggest environmental challenges, and help ensure a safe, high-quality food supply for a growing population. I want you to know that I’ve got your back as you do what you do best.
The livestock industry is an essential part of Colorado’s past, present and future. No proclamation will change that.
In response, Polis declared today, Monday March 22nd, “Colorado Livestock Proud Day.”
A little too late? We shall see.
Cattle Industry, Republican Governors Respond
Cattle ranching is a $4.6 billion industry in the Centennial State.
And naturally, Governor Polis’ “MeatOut” proclamation compelled cattlemen and their supporters to host “MeatIn’s”. As a result, over two dozen counties held related events.
Nearby Republican governors also chimed in.
Montana Governor Greg Gianforte tweeted, “I heard one of our neighbors to the south has proclaimed March 20th to be “Meat Out Day,” encouraging residents not to eat meat. Seriously. In Montana, we’re taking a different approach.”
Wyoming Governor Mark Gordon proclaimed March 20th “Hearty Meat Day” while Nebraska Governor Pete Ricketts proclaimed last Saturday “Meat on the Menu Day.”
Conclusion
I recently returned from a reporting trip in Okeechobee, Florida—the Sunshine’s State’s agricultural hub — where I spent a few days at a cattle ranch.
While there, I witnessed how beef growers operate and prioritize the proper care and feeding of cattle. Moreover, I saw firsthand how stewardship of ranchland can coexist with species conservation and water restoration.
Before judging them, try living a day in their shoes. I did, and came away from the experience having greater appreciation for cattlemen and ranchers.
If Americans desire to experiment with fake meat, have at it—especially if you’re comfortable making Al Glore rich by consuming Beyond Meat products.
Nevertheless, the end of meat isn't here. Don’t count on Americans abandoning beef, chicken, and wild game meat anytime soon.
