Beef is a fast-growing, multi -billion dollar industry today in the United States. And the outlook for tomorrow is most favorable. Beef consumption has increased by 26 pounds per capita during the past 15 years, hitting an all-time high of 90 pounds per capita in 1962. During the same period quality has improved, and now. beef commands even wider consumer acceptance than in the mid-1940's. New technology has lowered production and marketing costs.

But even a strong, healthy industry must be sensitive to change--and take advantage of new opportunities for growth and improvement. The beef industry is no exception.