I think it is quite simple, consumers feel lied to. Beef marketing is heavily laced with imagery of farms, grass and cows grazing. Even going to a butcher and

I think it is quite simple, consumers feel lied to. Beef marketing is heavily laced with imagery of farms, grass and cows grazing. Even going to a butcher and seeing him make the cut is quite understandable to a consumer. Seeing this un-natural process is a direct conflict with the marketing which has been imprinted upon beef consumers brains. Hence they feel lied too. Another thing to consider is that the fast growing, fresh/local/organic food industry is marketing directly against all kinds of food processing.