Study documents beef industry group's early efforts to counter climate concerns
A leading U.S. beef industry trade association knew by 1989 that cattle contributed to global warming but focused its response on protecting consumer demand through public relations, according to a new study that examined a decade of industry records.
A new study published in PLOS Climate reveals that the National Cattlemen's Association, a leading U.S. beef industry trade association, was aware of cattle's contribution to global warming as early as 1989 but chose to focus its response on protecting consumer demand through public relations efforts. The study, led by researchers at the University of Miami Rosenstiel School, analyzed internal documents, media coverage, and government reports to trace the association's response to emerging scientific evidence about methane emissions from 1986 to 1996.
The records show that despite understanding the issue and the existence of options to reduce methane emissions, the association prioritized shaping public perception and countering the idea that eating less beef could help.
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