How cool is COOL? Depends on your perspective

How cool is COOL? Depends on your perspective

Burt Rutherford

Beef Magazine

BEEF editors are not opposed to the concept of labeling beef. In fact, through the years, you can find many pages devoted to chronicling the innovative efforts of producers to identify and document value-added differences in genetics and management, which are subsequently labeled or branded and marketed to capture the added value.

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