Source: Don McCabe, BEEF PRODUCERS, 12/5/13

The "fear of what we don't know" is a factor when consumers decide whether to purchase beef at the meat counter.

"Chicken wears the 'halo' of being healthy," said Daren Williams, executive director of communications for the National Cattlemen's Beef Association. "While consumers like beef, they have perceptions about beef production that put up barriers in their decisions."

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