You've had that slogan in your head for thirty years. "Beef. It's What's For Dinner." Someone built it. Someone paid for it. And the story of who, and why, is way stranger than the commercials ever let on.

In Episode 17, Emily traces how a mandatory dollar-per-head tax on every cattle sale in America built one of the most psychologically sophisticated ad campaigns in history, why small ranchers were legally forced to fund a message that undercut their own businesses, and how the U.S. Supreme Court eventually declared the whole thing was never an ad at all. It was government speech.

We also get into the industry-funded nutrition research you've probably been cited at, the celebrity bypass surgery that nearly sank the campaign, and a small carrot-fed beef operation that tried to do things differently and paid for it.

The food system is not what the commercials told you it was.

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