Have they noticed how high beef is currently?
Check it out:

The U.S. Department of Agriculture’s (USDA) Agricultural Marketing Service (AMS) is seeking input as it develops a new program to market beef and beef products.

The USDA is seeking public comment on the asseessment effort through Dec. 10, 2014.

“This assessment provides resources for marketing to promote beef sales, research, and many other benefits for producers,” according to a USDA press release.