A weight lose study by the University of Illinois, partially funded by Ceckoff dollars, compared protein rich diet and exercise with USDA recommended diet and exercise. Both restricted calories combined with exercise programs and both achieved weight lose. BUT the protein rich diet participants lost more weight and almost 100% of the weight lose WAS FAT!!! The USDA diet participants lost less weight and 25-30% of their weight lose was MUSCLE!!! CBB should use this study to show that USDA food-guide pyramid with its restrictions on protein is unhealthy and that eating animal fats doesn't make people fat!

New slogan for beef ads...."BEEF...ITS WHAT'S GOOD FOR YOU"

If beef ads aren't offending the grain industry or chicken and pork, they aren't effective. And CBB has proven that for over 15 years!