Beef is the top-selling meat in the U.S., with sales in 2020 increasing to $30.3 billion, a 23.7% jump year-over-year. In Texas—the nation’s top beef-producing state—17,500 beef cattle producers, ranching families, and businesses are members of the Texas and Southwestern Cattle Raisers Association (TSCRA), a 144-year-old organization. According to Adweek, the trade org hired The […]

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