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The Center for Consumer Freedom and its buddy the American Meat Institute have been trying to smear PCRM (our friends who recommended that the four main food groups be plant based) for years.
    Other recent CCF campaigns have targeted the WHO, because it addressed obesity; the CDC, for investigating food safety; and even Mothers Against Drunk Driving, for some reason.
    Our steak-and-kidney-pie-eating friends across the pond are playing the same game. A high-profile study released in 2011 by the British Nutrition Foundation concluded that people
shouldn’t
reduce their meatintake—but there wouldn’t have been a study if the British meat industry hadn’t funded it.
    Besides dissing plant eating, the meat industry is constantly thinking up ways to make its product seem healthier. Get a load of this: There is an online, six-hour college course offered by the National Cattlemen’s Beef Association called The Masters of Beef Advocacy. Yep. It’s available in forty-seven states. Students who receive their so-called MBA are then expected to speak at schools or promote meat through social media.
    If such advocacy fails, the industry may personally go after anyone who threatens their message. This includes schools. In 2009, Baltimore city schools implemented a “Meatless Monday” program in their cafeterias as a way for the chronically short-funded school system to save money and fight rising obesity rates among students. When the American Meat Institute got wind of it, they went straight to CNN to complain that American children weren’t getting enough protein. Then, as the “Meatless Monday” movement gained steam with celebrity chefs like Mario Batali, the meat lobbyists went into overdrive, sending threatening letters to organizations that had adopted the movement and campaigning against it on the Internet.
    The good news is that even the powers that be are slowly coming around to the sad realities about meat. They are reading the studies and reviewing the research. The USDA’s latest plant-strong, plate-shaped food guide of fruits, vegetables, whole grains, and protein has eliminated the “meat” group entirely and replaced it with “protein,” showing that you don’t need to eat meat to have a healthful and balanced diet. Ever. So don’t think you do. Don’t buy the “B.S.” I certainly don’t, and haven’t since 1987.

The Beef Council Meets Engine 2
    A few months after
The Engine 2 Diet
hit the shelves in February of 2009, all forty-four Austin fire stations got a visit from a representative of the Texas Beef Council, delivering a fully cooked warm brisket, plus grilling tools, an “ultimate grilling guide,” an apron, and a letter. In the letter, the Council mentioned that “in light of
The Engine 2 Diet
, we wanted to provide you, as key influencers of the community, with these gifts to honor you for all you do.” This certainly got people talking, and although many of the guys gobbled up the free brisket, I got many more phone calls from fellow firefighters letting me know that I should write more books so the stations could get more free stuff.
    The reality is the meat eaters at the trade associations didn’t like Engine 2 muscling in on their territory. Tough. They should feel threatened, because the tides they are a-turning!

9
The Bugs in Your Gut Dig Plants
    Most of what’s been written about the problems with meat has concentrated on its obvious and well-studied risks. Meat is high in fat and cholesterol, and bad for your heart as well as your arteries. But new studies from the Cleveland Clinic, published in the spring of 2013, have found yet another big problem with meat. Or rather, a very, very small problem: Eating meat affects the microscopic bacteria that live within us in a surprisingly harmful way.
    We now know that there are ten to twenty times more of these tiny bugs inside our gut and intestinal tract than there are human cells in our body. Now, many of these bugs are good for