How processed beef trimmings got rebranded, again and again and again.

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By Daniel Engber|
Thursday, Oct. 25, 2012, at 3:48 AM ET


What do you call a mash of beef trimmings that have been chopped and then spun in a centrifuge to remove the fatty bits and gristle? According to the government and to the company that invented the process, you call it lean finely textured beef. But to the natural-food crusaders who would have the stuff removed from the nation's hamburgers and tacos, the protein-rich product goes by another, more disturbing name: Pink slime.

The story of this activist rebranding—from lean finely textured beef to pink slime—reveals just how much these labels matter. It was the latter phrase that, for example, birthed the great ground-beef scare of 2012. In early March, journalists at both the Daily and at ABC began reporting on a burger panic: Lax rules from the U.S. Department of Agriculture allowed producers to fill their ground-beef packs with a slimy, noxious byproduct—a mush the reporters called unsanitary and without much value as a food. Coverage linked back to a New York Times story from 2009 in which the words pink slime had appeared in public for the first time in a quote from an email written by a USDA microbiologist who was frustrated at a decision to leave the additive off labels for ground meat.

The slimy terror spread in the weeks that followed. Less than a month after ABC’s initial reports, almost a quarter million people had signed a petition to get pink slime out of public school cafeterias. Supermarket chains stopped selling burger meat that contained it—all because of a shift from four matter-of-fact words to two visceral ones.

And now that rebranding has become the basis for a 263-page lawsuit. Last month, Beef Products Inc., the first and principal producer of lean/pink/textured/slimy beef, filed a defamation claim against ABC (along with that microbiologist and a former USDA inspector) in a South Dakota court. The company says the network carried out a malicious and dishonest campaign to discredit its ground-beef additive and that this work had grievous consequences. When ABC began its coverage, Beef Products Inc. was selling 5 million pounds of slime/beef/whatever every week. Then three of its four plants were forced to close, and production dropped to 1.6 million pounds. A weekly profit of $2.3 million had turned into a $583,000 weekly loss.

more
http://www.slate.com/articles/news_and_politics/food/2012/10/history_of_pink_slime_how_partially_defatted_chopped_beef_got_rebranded.html

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