'MBA' certificate program aimed at 21 and younger demographic
(AP) - After a five-decade slide in US meat consumption, the national beef industry is enlisting college students across the country in its public relations fight for America's hearts, minds, and stomachs. The Masters of Beef Advocacy program, or MBA, typically recruits farmers, ranchers, high-end chefs and school dietitians to spread the gospel of red meat consumption, but recently, the National Cattlemen's Beef Association's outreach effort is placing a strong emphasis on the Twitter generation. Or at least they're trying to. Participants earn this "MBA" by doing a six-hour online course in beef safety, production techniques, animal care, and nutrition. More»
