Want to know how the Real Beef for Real Pre-Teens site came to be? This is how:

National Cattlemen’s Beef Association Rep: These girls, they’re not eating beef. And they won’t feed their children beef. Without a next generation of meat-eaters, the cattle industry will fall to shreds. [roots in bag] So we thought, these kids use the Web, so we have to reach them there. Here – the research. [hands over 2,000-page dossier] The pre-teen girls of America are in your hands.

Salesperson: We’ll get ‘em before they know what to think.

Behind The Scenes: Cool 2B Real [via The Morning News]