KANSAS CITY, Mo. -- A new marketing strategy to revamp the focus and image of the beef industry was presented to National Cattlemen's Beef Association members at the association's annual convention here. Through what is being called a "brand-like initiative" the Englewood, Colo.-based NCBA has made a commitment to forging a new identity for the beef industry by giving it more of a consumer focus, like that of other branded products. The high visibility and sales enjoyed by other products ...

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