It has been 22 years since the racing violins and xylophonic beats of composer Aaron Copland’s “Hoe-Down” from his ballet “Rodeo” poured out of television sets, making "Beef. It's What's for Dinner." one of the most recognizable advertising campaigns of the early 1990s.
Since then, public affection for beef — and traditional television — has waned, particularly among members of the millennial generation, who are less inclined to eat meat and more likely to encounter advertising on phones and computer screens.
In Texas, where cattle are almost as important to the state’s image as its economy, beef producers are trying to grasp both horns of that dilemma.
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