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Anti-beef lobbyist and family farmer Howard Lyman discusses the beef industry. Lyman discusses the environmental and health risks associated with animal products, specifically beef. Lyman states that it was precisely his experience growing up on a farm and seeing the production of animal products that inspired his stance on the beef industry. Studs plays "Foodophobia" - Susannah McCorkle (1981).
The Beyond Beef campaign opposes the "cattle culture" of over-production and over-consumption of beef and advocates a fifty percent cut in beef consumption.