This is one project I’d love to see the animal activists try to attack.

For years, the Flandreau Santee Sioux tribe in South Dakota maintained a herd of bison on reservation land. As even most white-eyes recognize, the animals are considered sacred within Native American culture. The tribe established its bison herd in 1990 with a dozen heifers and a bull calf acquired from animals living in South Dakota’s Custer State Park. Twenty years later, the herd had grown to about 250 animals.

However, as might be expected, the herd was more ceremonial than profitable, and according to the story, tribal officials considered selling the animals—until the researchers from South Dakota State University pitched an idea for a new marketing approach focused on teenagers.