ENGLEWOOD, Colo. -- These days, beef drivers are not a dust-covered, lasso-wielding cowboys on the Great Plains. They are basic selling techniques the beef industry must use to halt and reverse declining consumption. According to a Beef Demand Study Report by the Cattleman's Beef Promotion and Research Board here demand for beef fell by more than 48% between 1980 and 1997. The decline was calculated using an index consisting of U.S. Department of Agriculture data for per capita retail ...

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